Case Study

Opel Adam

NOMINATED FOR BEST MOBILE RICH MEDIA AD UNIT AT THE BOOKMARK AWARDS 2016

NOMINATED FOR BEST MOBILE RICH MEDIA AD UNIT AT THE BOOKMARK AWARDS 2016

Opel Adam – Game Changer won the Assegai Awards for interactive mobile marketing in 2016 and was also shortlisted for a global Mobile Marketing Association SMARTIE award – the only African company to make the list. This ad unit got nominated for 2 Bookmarks Awards.

Overview

A mobile rich media advert for General Motors new car, the Opel Adam. This mobile ad would appear on the relevant websites, as a standard 320×50 digital banner. However, unlike a standard online banner which clicks straight through to a website, this banner expands over the webpage and allows the user to interact with brand straight from the advert. The ad acts as a combination of a microsite and an interactive in-store brochure. It is also easy for the user to exit the ad and return to the site.

Client Objective

To digitally connect with the audience through their mobile devices. To focus on style and individuality. To make the South African market aware of the new Opel Adam’s arrival in SA. To showcase the many customisable options that the new Opel Adam has available to the customer. To create emotional connection with consumers.

By targeting relevant verticals such as; lifestyle, entertainment and sport, as well as age, and location, we could ensure the ad only appeared on relevant websites, this Increased the chance of our target market seeing the ad unit. By using mobile advertising, we were able to accurately target the right people for the brand in an environment they were comfortable with. By using rich media, we were able to emulate an in-store brochure that is found in a car dealership, except with all the interactivity of a website.

EXECUTION

We took up the challenge by using mobile rich media to create an interactive vehicle brochure. Our concept was to showcase the Opel Adam’s many customisable features.

The success of this campaign was based on understanding the brand’s target audience and how the message would best be conveyed via mobile. The primary target audience for the Opel Adam was young millenials, between 18-30 years old and in the middle to upper class, looking for a new car. We saw that this audience was constantly on their phone, using it as a source of information as well as entertainment. Thus, we wanted these millenials to engage and interact with the brand, directly from their phones, in a way that was both fun and informative.

STAND OUT FEATURES

An interactive gallery of vehicle colour options, an interior tour with a panning functionality and a 360-degree view of the vehicle that rotates at the touch of a finger. In-line video, social sharing and four CTA’s.

The numbers

These are the results achieved directly through the efforts of Mark1 and Mark1 Labs.

27.6%

Unit Engagement Rate

Global Automotive Benchmark Of 13,4%

483 137

Impressions Served

0.70%

Ad Expansion Rate

Global Automotive Benchmark Of 0.67% 

24 sec

Engagement

Global Automotive Benchmark Of 18.8 sec

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