Working in partnership with Google we leveraged proprietary ad-serving technology, programmatic data, PPC, You Tube, analytics and reporting to tell bespoke stories about Hybrid seamlessly, across platform.

A YouTube Masthead reached 6m people, allowing us to identify people who had seen the first copy. If they didn’t click, they were shown the subsequent Hybrid Simple Truth videos elsewhere across Google’s platforms.

Engagement led to a dedicated Hybrid environment with videos and information about the technology and cars.

Those who didn’t engage were retargeted with offer-led, tactical creative. Paid search supported the campaign ensuring full coverage of hybrid related search queries.

The CPA of a ‘hot contact’ (test drive, brochure request, car configuration, dealer finder or finance quote) came down by an incredible 58%.

In partnership with Boston Consultancy Group we demonstrated the effectiveness of ‘Stack Storytelling’. The study showed how exposure to a series of messaging significantly increased consumer’s likelihood to engage with the campaign.

The videos received a 22% VTR, a 25% increase on the 16% You Tube benchmark, while we delivered them at a 6pence cost-per-view, a 25% reduction on benchmark.