Activation of a F1 sponsorship with a webisode series, which was digitally linked to the ongoing re-taregting track (tactical presence). The purpose was to increase brand relation, and improve volume in the presence track, leading towards a car purchase.
With 700.000 visits a year on the .dk website and 10.000 cars sold, a digital presence track was developed to utilize the many visits and nurture them towards a car purchase. To increase engagement upper funnel (potential market) hence creating larger re-targeting volume lower funnel (active market), a F1 sponsorship was utilized to develop a webisode series called ‘Swift Off’ with F1 celebrity hosts Peter Palshøj and Nicolas Kiesa. The webisodes was launched simultaneously with the F1 race calendar, and viewers could follow the two hosts challenge each other in Suzuki Swift cars on a race track.
RESULT - WEBISODES
+1.300 hours of content viewed (brand relation)
+500.000 3 sek. views
+20.000 visits on website
+520.000 new profiles for presence targeting
RESULT – PRESENCE TRACK
+600.000 3 sek. views
+40.000 webiste visits
+14.000 digital conversions