The Lifetime Advantages advertisement is a very good example of how to appeal to a broader target effectively, delivering:
- Brand equity impact
- High scores on RoleMap
- Good scores on ActionMap
The results also demonstrate that Call To Action is not just about getting people into dealership.
The RoleMap clearly indicates that Lifetime Advantages also drives:
- Web search
- Remembering for later
We believe there are strong grounds to consider a more consistent schedule of this nature – possibly beyond the automotive sections.
The Mid-year Event was reasonably effective as a more traditional retail event.
Download full results in the document below.