McLaren
Every vehicle launch required an immense push in advertising spend with the use of programmatic marketing campaigns. Design, development and launch of these campaigns allowed this advertising to be targeted and bespoke to a select audience that would appreciate the finer details of an incredibly high value product. The design had to emulate that, while staying within the constraints of the McLaren brand.
New launch, new ad campaign
Bespoke advertising campaign.
Rollout of bespoke campaign assets
Numerous versions of this campaign were created and tailored depending on the features of the new vehicles being launched. The assets targeted a certain audience and were directly related to a steep increase in sales. The assets for each campaign included:
- Responsive landing page: The landing pages were the key to the entire campaign. Users had to have the most simplified experience as possible. The user needed to be inspired by the vehicle, learn about the vehicle and then sign up to get hands on with the vehicle. This lead allowed the sales team to get in touch and arrange the sale.
- HTML 5 digital banners: The design of the banners and the animation had to pull the users attention from whatever site they were currently on. They also had to remain sophisticated, sporty and clean to fit within the McLaren brand identity. This was achieved with smooth transitions and a showcase of the vehicle in action.
- Programmatic marketing: a list of potential customers was derived so that these ads would only appear to a select amount of people to keep spend down and drive success rates. Resulting in a successful ad campaign and a high ROI.
