TopGear.com’s Fiat campaign - talking tactics and direct response

Challenge

To increase brand awareness amongst potential car buyers, promote the Fiat 500, Fiat Bravo and Fiat Punto and drive direct response.

Idea

To create a targeted campaign for Fiat by tieing ads to relevant keyword searches within topgear.com.

Execution

BBC Worldwide wanted Fiat to remain the number one choice amongst consumers most likely to buy a Fiat model, as well as impact upon potential buyers of competitor car brands.

This called for a strategic campaign that would involve both brand defence and competitor targeting.

In addition to running MPU and Skyscraper placements, Fiat tied ads to relevant keyword searches on the Fiat car review pages of topgear.com as well as on car review pages for competitor models.

Technical placement of MPU and banner ads on competitor model review pageThis gave Fiat a powerful presence and leverage in reaching potential customers who might be in the market for purchasing a similar model from a competitor.

Fiat used relevant searches within TopGear.com to reach potential customersThe display creative directed potential car buyers through to the Fiat website where they could request a brochure or test drive.

Results

The campaign delivered a phenomenal click-through rate, with high CPA conversions.

The Fiat campaign on topgear.com proved to be four times more effective than on other motoring websites. More than 500 brochure and test drive requests were also applied for as a direct result of the campaign.

Testimonial

“In a recent Fiat digital campaign Top Gear out- performed a number of other highly regarded automotive sites. When working back to an effective CPA, Top Gear was as much as four times cheaper than the next closest competitor. This is a great result for the client and we will definitely re-book with Top Gear for future campaigns.”
Will Spiers, Digital Planner/Buyer, MediaVest
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