Brand Networks Takes Home OMMA Award for Next-Level Cross-Channel Campaign
Last night, Brand Networks was honored at the 2019 OMMA Awards, hosted in NYC. Our Creative team took home one of these coveted awards for online advertising creativity, winning the category for “best programmatic creative.” This award is the result of a campaign we worked on in partnership with MullenLowe and RPA on behalf of Acura. The same work was also named a finalist in the “rich display media category.”
Here’s the backstory…
While global car sales have plateaued in recent years, it’s still impossible to ignore the swaying power of the modern automobile. By the end of 2019, Statista projects that the auto industry will sell a collective 77 million cars. Of those 77 million cars, the majority of them will be sold by auto behemoths with tons of brand power—think Acura. Up-and-coming car companies, like Tesla, are also impeding on the hallowed ground.
So, what separates the pack and wins market share? A strong online presence during a shopping journey dominated by digital. To create one, Acura teamed up with Brand Networks Creative and agencies MullenLowe and RPA. Together, the teams created a cross-channel campaign to launch the 2019 Acura RDX.
The ultimate output? A campaign that reached the right audiences in unique and exciting ways. Now, the campaign has received recognition with a 2019 OMMA Award.
Examining Acura’s Cross-Channel Campaign
The premise behind the Acura campaign was straightforward: launch a cross-channel campaign that would allow users to experience the Acura RDX across platforms, channels, and devices. According to Google, the consumer journey to purchase a new car can include as many as 900 digital interactions. As many as 70% of those interactions occur on a mobile device, with 35% of conversions happening on a different device from where they began.
With this knowledge, Brand Networks leveraged Acura’s original creative assets developed by MullenLow to develop custom rich media and video formats. These included an Interactive 360° image, Augmented Reality ad units, and Expandable Banners, as well as Interstitials and Integrated Video ads. Through these highly-engaging creative units and strategic ad placement, the campaign allowed the user to explore information about the RDX model in ways unique to each channel. Additionally, the use of technology, like the augmented reality unit, for example, allowed users to step inside the car virtually, enhancing the customer’s knowledge of the vehicle and brand experience.
Acura’s Interactive Video ads drove engagement of 2.78%, achieving 5X over industry benchmarks. This drove a qualified traffic rate that beat client benchmarks by over 4X. Augmented Reality ads drove a 72% engagement rate, and users spent an average of 101 seconds with those AR units, resulting in 405 days of total time spent. That’s 20,000% more time spent than with standard ads. These are the types of results that can be achieved through a cohesive, creatively enhanced, cross-channel strategy.
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