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Honda Siel Cars has effectively used the online medium to generate test drive requests for its newly launched small car, Honda Jazz, in India. According to the company, 1,800 test drive requests were generated in two days through banner ads and search engine marketing.
Its banner ads, which redirect users to a webpage where they can fill in essential details required to contact them, are active on major websites such as Yahoo.co.in, Rediff.com, In.com, IBNLive.com, Moneycontrol.com, NDTV.com, Zigwheels.com, Gaadi.com and Carwale.com.
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The company has also employed the services of a few ad networks such as Komli Media, Ad Magnet and Tribal fusion to boost the reach of its banner ads. “Honda Jazz banner ads are already being placed across 150-200 websites in our network,” Akshay Garg, business head, Komli Media, reveals to afaqs!.
The banner ads are placed strategically with content related to finance, automobile and cricket, which the company claims interests its target audience, defined as consumers in the age group of 30-45 years who earn more than Rs 10 lakh per annum.
Garg says, “Komli Media will serve the Honda Jazz banner ads on the websites which offer content on or deal in premium products, financial or stock market related sites such as Equitymaster.com and Valuenotes.com and e-commerce or online travel portals.”
The company also employs search engine marketing (SEM) on Google and Yahoo! search engines to generate leads for the test drive. The SEM campaign was initiated on May 11, one month before the launch of the Honda Jazz.
Even search ads redirect users to the webpage, where users can provide their details for the test drive. About 30,000 keywords, including ‘Honda India’, ‘Honda Jazz’ and ‘Honda car’ are being used for the SEM campaign.
Speaking to afaqs!, Anita Sharma, general manager, marketing communications, Honda Siel Cars India, says, “We have already received 1,800 test drive requests through banner and search marketing efforts within 2 days of the launch of the campaign on May 10.”
She adds, “Honda Siel received 10,000 test drive requests during the pre-launch phase as well, through SEM activity and the buzz, which was already there, directed consumers to HondaCarIndia.com/Jazz website, where test drive requests can be registered.”
The company will soon start an e-mail marketing campaign wherein it will send emails to the selected members of Rediff.com and Moneycobtrol.com, asking for booking of the test drive of Honda Jazz.
Honda Siel will spend 3-4 per cent of its total advertising budget for Jazz on digital marketing. The campaign has been conceptualised by Meridian, Ogilvy’s second agency.
© 2010 afaqs!From Tanuja Thapliyal, Sat 20 Jun 2009 01:30:50 PM online campaigns are generating far more benefits than other mediums... 1800 in 2 days for 7 Lakh really matters... eager to see some good campaigns...
From Sonia, Fri 19 Jun 2009 08:27:16 PM This is just the beginning. Hope you'll report how many of these test drive leads converted into actual test drives and then sales. That will be the real measure!
From jo, Fri 19 Jun 2009 04:12:25 PM Far from impressive. For all the offline buzz, the web should have landed these numbers even without any online effort. Even if the site had a link for requesting the test drive you would have landed those numbers
From Suraj, Tue 16 Jun 2009 05:49:46 PM 1800 for a 7 lakh car matters Mr. Rochit. And its not a Laura.
From Puneet Singh , Mon 15 Jun 2009 11:57:20 AM 1800 leads are not bad for a car which is priced around Rs 7 lakh.
From Media Uncle, Mon 15 Jun 2009 11:28:15 AM ROI, ROI, ROI, Rage of Internet err Return on Investment, the medium has helped people to fulfill their wish to sit in Honda Jazz.... oh I mean helped Honda to fulfill their wish to get people in their car...either ways INTERNET is working and working 24 hours, such an efficient medium still doesnot ask for overtime (premium) from its patrons.......Time to plan, repaln, I plan to get the best value for brands thus graduate marketing communication to the next level. Lets do it fast as the younger sibling of Internet - Mobile advertising, has already arrived.
Kudos to Honda marketing team and their online partners.....
From Rochit, Mon 15 Jun 2009 10:25:28 AM Just 1800 after launch. Could ve done better.
