2012 Winners & Shortlists

Results and Effectiveness

Within the first week of being live our message was seen by over 200,000 visitors 3 million times. Referrals from Q8car had become one of the leading sources of traffic to the brand's website. We are also the only advert within the frame of the car listings.

Creative Execution

As an online classified website offering used cars for sale, the mainstay of the site is the car adverts. From our data we knew that each user navigates through an average of 15.6 pages each visit to the site. With this in mind we conceded the costlier home page and opted to work with the media owner to create a new opportunity. The opportunity we created (550x100) was positioned in between the photos of the car adverts and the car specifications ensuring complete visibility and making it impossible to miss. We effectively interrupted the listings with our messages that were visible on every listing on the site.

Insights, Strategy and the Idea

With over 750,000 visits and 12 million page views a month (Urchin Web Analytics, Dec 2011), Q8car is one of the leading local websites in this market of 2.7 million inhabitants. We identified Q8car as a space we wanted to be in. Due to the number of advertisements strewn across the site, 16 competing for eyeballs on the home page alone, we needed to create something unique to stand out and be seen.