Land Rover, Increasing Excitement (Admob)

Background

The agency Mediaedge:cia teamed up with AdMob to develop a mobile advertising campaign for Land Rover in order to target a very specific audience. Land Rover's target audience for Range Rover Sport is active male college graduates aged 34-54 who can be described as trendsetters and enjoy spending time playing sports outside. AdMob was well positioned to deliver on the campaign goals because of the sophisticated targeting capabilities of the AdMob Network and the unique functionalities available in mobile advertising.

Objectives

• Brand: To build purchase consideration among target audience by increasing excitement about Range Rover Sport 
• Direct Response: To drive traffic to retailers to schedule a test drive

Solution

• A combination of CPC text link ads and CPM graphical banner ads helped achieve the brand and performance goals of the campaign.
  · Targeting parameters employed by AdMob included:
• Site demographics: Admob created a custom bundle of sites with demographics corresponding with Land Rover’s target audience
• Type of mobile device: mobile devices have different profiles associated with them and AdMob targeted high-end devices only
• Device capabilities: the campaign required video downloading functionality
• Geography: AdMob targeted only the US market for this campaign to reach Land Rover’s target audience. 

AdMob designed and built the mobile Landing Page in consultation with Mediaedge:cia. Landing Page features included:

• Dealer Locator (zip code lookup) allowed consumers to find the Land Rover dealership closest to them.
• Click-2-Call allowed consumers to initiate a call to schedule a test drive.
• Click to watch video: The brand building video simulated the Range Rover driving experience, demonstrating ‘off road’ conditions and illustrating the vehicle’s full capabilities.

Results

The campaign achieved excellent results in terms of user activity on the landing page within the first few weeks of the campaign.

• 23% of those who arrived at the landing page took one of the three possible actions
• 88% clicked to watch a video
• 9% entered their zip code in the Dealer Locator module.
• 3% Clicked-2-Call
• The fact that these calls were highly qualified leads is demonstrated by the following statistics:
  • 50% of the Click-2-Calls lasted at least 30 seconds
  • 20% of the Click-2-calls lasted at least one minute