Volkswagen Amarok Aventura
Challenge
Challenge
Idea
Autocar and What Car? had done pick-up group tests that had proved hugely popular with our readers – with the Amarok coming out on top in both cases. Equally, What Car? has steadily been increasing its focus on vans and commercial vehicle content, growing this side of our audience.
The story was simple, but we wanted to make sure it reached the full breadth of our audience for the best value, so we followed a simple ‘create once; publish often’ strategy.
We used existing Volkswagen assets to create an attention-grabbing high-quality 8pp insert for our print titles, backed by a premium-feel microsite, promoted using rich-media ads, social and newsletter posts to drive traffic.
Idea
Autocar and What Car? had done pick-up group tests that had proved hugely popular with our readers – with the Amarok coming out on top in both cases. Equally, What Car? has steadily been increasing its focus on vans and commercial vehicle content, growing this side of our audience.
The story was simple, but we wanted to make sure it reached the full breadth of our audience for the best value, so we followed a simple ‘create once; publish often’ strategy.
We used existing Volkswagen assets to create an attention-grabbing high-quality 8pp insert for our print titles, backed by a premium-feel microsite, promoted using rich-media ads, social and newsletter posts to drive traffic.
Content
Results
What was key, though, was the fact that our readers spent an average of 3m42s on the site consuming our content – proving that it was highly relevant and engaging.
Results
What was key, though, was the fact that our readers spent an average of 3m42s on the site consuming our content – proving that it was highly relevant and engaging.
Output
1x 8pp print supplement
1x interactive microsite
12x display ads
6x social posts
Output
1x 8pp print supplement
1x interactive microsite
12x display ads
6x social posts
Related work
Let's talk
Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive.
We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.
Where to find us:
Bridge house, 69 London Road, Twickenham, TW1 3SP