Cannes Lions

Crossing Screens and Driving Sales

CADREON, New York / FCA / 2018

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Overview

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Credits

Overview

Description

While many companies are working on developing cross-screen capabilities, their philosophies vary greatly, and they don’t offer seamless solutions that cover TV and the full range of digital devices, from desktop to mobile. In addition, we realized early on that media vendors had inconsistent definitions of what “cross-screen” meant. So, we went our own way, defined a new standard for “cross-screen,” and created an agnostic, 100% in-house system for this campaign. To develop such a system from the ground up, we had to ensure collaboration between teams that were normally siloed and working exclusively on their own platforms. We started internally, and our digital team cross-trained with our addressable TV team. Through this internal collaboration, we discovered that both teams could utilize the same data sets and leverage them to work toward our goal: targeting auto enthusiasts exposed to ATV creative with a digital ad.

Execution

Our cross-screen strategy came to life as we worked in concert with outside teams and partners. Our structure consisted of a Data Source Provider (IHS Markit), a Multi-channel Video Program Distributor (MVPD), a Demand Side Platform (DSP) – The Trade Desk, and top-notch measurement partners (Oracle and PlaceIQ), each of which operated independently, but with close coordination every step of the way. We created a solution for unified messaging across multiple mediums and tactics in an addressable manner (1:1 at a HH level).

We targeted households exposed to the ATV creative hosted by our partner MVPD and served them a convergent online ad—a first-to-market approach. We developed separate creative for each nameplate, allowing us to target shoppers with even greater precision. By retargeting addressable TV households across multiple digital devices, we gave new meaning to cross-screen advertising and pushed past the marketplace lack of unified media efforts.

Outcome

Our proprietary approach to solve this industry issue exceeded client expectations against pre-determined KPIs. Having separate creative for each nameplate in TV helped lead to success YoY, as evidenced in the tremendous increase in sales lift for both the Charger and Challenger over the previous year.

Our cross-screen efforts attributed to 682 Total Challenger/Charger Vehicles Sold; an incredible 373% and 442% sales lift for Challenger and Charger respectively with an overall ROAS of 631%

The Dodge brand as a whole saw a 25 times larger sales lift compared to the same time the previous year. Dealership visitation increased the most among those exposed to both TV and digital for both the Charger (+192%) and Challenger (+171%), which illustrated the power of cross-screen exposure.

By unifying media efforts and effectively using all the platforms at our disposal, we got the attention of auto enthusiasts, and got them into a Dodge.

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