Our Isuzu BVOD & Movie Sponsorship Awareness Strategy Led To A +45% Increase In Test Drive To Sale Conversions

The brief

April 2023 ushered in the arrival of the face-lifted Isuzu D-Max, presenting a renewed opportunity to showcase all the reasons that make the D-Max such a compelling choice within the category.
Alongside this, we were also asked to launch the Expedition Edition – a purpose-built, camping vehicle that further sought to cement the D-Max as the pick-up of choice for those buying with lifestyle in mind.

The ask and aim for paid media was to use this moment to bring the D-Max back to the forefront of consumers’ minds, regardless of whether they might need a pick-up for work or play.

This was a lot to consider, but we successfully delivered a campaign through a new holistic AV strategy.

WHAT WE DID

The challenge for paid media was two-fold: identify the places and spaces where our audiences were engaged with relevant and immersive content, and then ensure we had the right canvas to showcase the D-Max – the more visual, the better. This was a big task which took careful planning and consideration.
AV, and more specifically CTV, felt like the natural space for this. Affording us the ability to be precise in our targeting but without sacrificing the big screen presence, we sought to build a plan that prioritised landing the D-Max alongside the adventure stories that we knew our audience were watching.
To accompany the adventure AV strategy, we included tried-and-tested spaces where we had previously seen campaign successes for Isuzu. Specifically, these spaces were rugby content (in association with the long-standing Welsh rugby sponsorship) and demand-harnessing tactics delivered through social and SEO. This ensured that we’re always present and visible across multiple screens when someone might be open to engaging.

This layered approach looked like the following:

• We targeted the Lifestyle audience with deep Contextual Category targeting across ‘Premium CTV & Broadcast inventory’. This comprised a Discovery Channel sponsorship with Warner Bros that included the Adventure package across Discovery, Quest and DMAX for the period. With this, we tapped into the newly expanded lifestyle audience, interested in the topics of sport, adventure, travel and outdoors
• Our team then paired this strategy with a Guardians of the Galaxy 3 film partnership for an incredible storytelling opportunity. Using Targetcast, we executed a CTV-first strategy that delivered cinema-worthy creative in the most immersive screen environment possible – the living room. Using a smart blend of first-party 1PD (Amazon Prime data) and third-party sources, such as Experian, Liveramp and Google, we ensured the New Isuzu D-Max reached audiences who were ready for an action-packed journey.
• We also formulated a sponsorship of the 2023 Six Nations across the Ruck.co.uk site – the leading website for Rugby news. This aligned with Isuzu’s sport-loving, adventurous customer base and targeted them with the same message at a different touchpoint.
• Rounding off the holistic strategy, we aligned with our social team to create a response-driven conversion campaign and our search team for PPC lead acquisition, meaning we retargeted the same customers further along the funnel, achieving great results.