Adverts move away from TV
Two car companies are moving towards media platforms other than television. Land Rover and Holden are looking to radio and online because they believe these outlets can engage specific audiences and hold longer adverts. Land Rover will be airing two-minute long advertisements made by Big Communications on three radio stations telling four narratives about the origins and innovations of the marque in England and offering a trip there. WATCH: An incredible Hyundai campaign showcasing self-driving vehicle technology “Total Media provided strategic insights about our customers,” says James McKee, the brand’s marketing manager. “From there, it and Big Communications worked on executions that challenged the norm of Land Rover and our media partners.” The Land Rover campaign will run across Newstalk ZB, Coast and Radio Sport for six weeks. Holden NZ is embracing online video officially and unofficially, reports NBR, by moving away from a TV-heavy launch and making YouTube a primary platform. It employed a full YouTube takeover with videos and banner advertising across mobile, tablet and desktop. The campaign ran for 20 days until mid-March for the Barina RS’ launch to attract a younger audience. VISIT: Check out the Barina RS's YouTube campaign The advert was still shown on TV, but its online audience doubled to 2.9 million. Model sales rose by 55 per cent in two months after the launch compared to the same period in 2013 with younger age-bracket sales jumping 100 per cent. Dealer enquiries for the hatchback tripled and visits to the Barina’s page on Holden’s site went up by 983 per cent. Marnie Samphier, general manager of marketing, says a YouTube launch allowed the campaign to have longevity and was cheaper than television. “Not only could we show more content than on TV, people also chose to watch the content so we knew they were more engaged.” New Zealand On Air reports 95 per cent of people still watch television during the week, with exposure on radio next on 83 per cent. About of half Kiwis watch online video.
