The digital campaign helping to change the way people buy cars, driving sales for finance brand MotoNovo +110% vs targets in the process.
Typically, UK car dealers who offered finance from MotoNovo would advertise their stock of vehicles using traditional methods – a little press here and there, the occasional outdoor ad, and most notably, through AutoTrader. The used cars sales giant was an established force at getting eyes on car ads, but this visibility came at a hefty price tag.
What if MotoNovo Finance could provide a place for its dealers to advertise their cars, for free? A place where users could find the hundreds of thousands of quality cars they wanted, and couple MotoNovo’s dealer finance alongside? Sounds good, great in fact. But to make it work, MotoNovo needed to attract a lot of traffic (pardon the pun). Dealers needed to see findandfundmycar.com as a viable option for listing and indeed selling their vehicles for the platform to become a serious contender alongside market leaders.
On-site ‘decision in principles’ for car finance and full finance applications enable users to easily access dealer finance online. Why is this beneficial? Because it’s easy.
This all-in-one-place model was the backbone of findandfundmycar.com’s ‘feel good car buying’ proposition. S3 knew the model had all the credentials needed to make it a success – it just needed an audience to activate it. How did we do that ‘en?
Our findandfundmycar.com digital campaign strategy comprised a complex, multi-layered approach across search, display, social and programmatic channels. It was designed with relentless measurement and optimisation at its ever-beating heart. We would test, learn, test, then learn some more. Over the course of the campaign, we overhauled our method several times over, with programmatic dynamic remarketing, 100s of PPC landing pages and video advert sequencing all introduced to optimise digital performance at ever-growing heights.
Knowing how important the dealer finance element was to findandfundmycar’s offer and to MotoNovo’s revenues, we sought new opportunities within mined search term data. Where competitors focused on make and model, we could go after the finance market – the space in which the likes of Confused.com and Admiral usually play – and give its customers make, model and money. This tactic was a winner, generating an impressive uplift in website traffic and ultimately, conversions.
This campaign is major in size and complexity but continues to deliver ROI for MotoNovo while supporting their mission to change the way people buy cars and car finance.
BACK TO WORK