2020/2021 Winners & Shortlists

LEADS TO ACTUAL SALES - AL MASAOOD AND BOOPIN

BrandAL MASAOOD AUTOMOBILES
Product/ServiceNISSAN CARS
EntrantBOOPIN Dubai, UNITED ARAB EMIRATES
CategoryDurable Consumer Goods including Automotive
Idea Creation BOOPIN Dubai, UNITED ARAB EMIRATES
Media Placement BOOPIN Dubai, UNITED ARAB EMIRATES

Background

Situation: There was a clear drop in traffic/footfall coming in to the showrooms of Al Masaood in Abu Dhabi and that had a direct effect on sales. Therefore, management at Al Masaood decided to go aggressively behind the numbers of H2-2019 with massive offers that addressed seasonal events, starting by Ramadan until End of Year. Brief: Al Masaood noticed that a lot of users who are in-market started considering BMW for the luxurious range, KIA and other smaller brands for the competitive range. This meant that we need to adapt all our strategies to stand-out with better offers. Al Masaood gave us all we needed in terms of offering, and we have to deliver top-not media executions. Objectives: Finally, the objective was set and it was a projection of 2,000 cars to be sold inside 6 months.

Describe the strategy

Data Gathering: Given that we have been working with Al Masaood for a while, we had a lot of data that we could use. Our first party data was our starting point. We then served audiences and data coming from Oracle Blue Kai and we matched it with Keywords and intent from Google to ensure we target only in-market audiences. Target Audience: Primarily we targeted all in-market audiences. These are the audiences looking to make a purchase now. The audience set was wide in terms of demographics, but we added filters to ensure all 18+ audiences approached, have intent to purchase. Approach: After creating data sets from 1st party data sources, we went on to create 1st to 10th degree lookalikes of these audiences. For Example: the Patrol had a huge local satisfaction, and we were able to map lookalikes with similar interests, and essentially purchase behaviors.

Describe the execution

The implementation was on 3 stages: 1 - Use 1st party data and prospect from Google against audiences that are in the consideration phase. 2 - We then started up-weighting our spends towards Google. We understood that the purchase journey is long and we needed to build up data for coming months. 3 - On a weekly basis our CRM integration would allow us to upload Custom Audiences of non-converters and accordingly we mapped Lookalikes from converters. The timeline of execution was 2 weeks from brief receipt. And we also assisted Al Masaood in all creative adaptations to make sure the messaging stands-out and is attractive enough. The ads were placed on Social Media platforms mainly to prospect as we used Search to stand competitively against each user and serve them the right car against their browsing. Programmatic aided in remarketing and driving users back to website.

List the results

More than 23 Million Impressions were served over 6 months. Duplicated Reach = approximately 20Mn Clicks = 106K+ Leads = 6,700+ Click to Lead Rates = 6.3% Actual Care Sales = 2,100+ Lead to conversion rate = 31.3%

Credits

Name Company Role
Qaiser Nawaz Boopin Guiding team, picking messages, adaptations and production
Links
Website URL