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 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.