According to the Harvard Business Review, Asia-Pacific is expected by many to constitute half of the world’s economic growth by 2030 1. According to internal Google research, nearly half of the top ten markets for smartphone penetration are in Asia. AdMob requests grew by 500% in Asia Pacific last year, the highest in the world. A rapidly expanding population, upward trending consumer spending and living standards, and significant infrastructure investment all help to make Asia-Pacific a hot market. As such, starting today Google Mobile Ads will focus this next week on Asia-Pacific to help you optimize your Asia strategy for mobile.
About Lexus
Lexus has established a unique place in the automotive world as a manufacturer of premium vehicles. The Lexus brand is synonymous with breathtaking design, innovative technology, heart-stopping performance and environmental sensitivity.
In March 2010, Lexus launched the first luxury hybrid hatch on the Australian market, the CT 200h, reinforcing Lexus’ commitment to innovation. The target audience was people in their late 20s to early 40s, both singles & couples, with a high disposable income and for whom style, design and technology is important.
Lexus’ objective for the CT 200h, launch was threefold:
Solution
Among the target audience, smartphone ownership and internet penetration is very high. Subsequently, casual gaming usage is heavy, a typical quote being “When I need something to pass the time, I use Lineup on my iPhone.”
Based on these insights, Lexus, The White Agency (Lexus’ digital agency) and Admob worked together to create The Lexus CT City Challenge -a mobile app that was addictive in nature, held the key product benefits ‘eco’ and ‘sports’ two moode-tow mode at its centre. They also ensured the game is part of the overall CT 200h and F1 strategy, and it was also incentivised with a grand prize of a CT 200h. The digital directive was lead by The White Agency and development of the app by Webling.
The app was created with a young, urban, design and quality-conscious audience in mind, this being the primary target group for the car itself. They are frequent visitors to the Apple iTunes App Store, engaging with and purchasing casual gaming offerings in high quantities.
To build awareness and acquisition of the app, Admob also created a mobile ads campaign..
The Lexus CT City Challenge Game
The game challenges players to take the Lexus CT 200h for a virtual spin around courses modeled after Australia's capital cities. The game features five courses which are progressively unlocked as players achieve qualifying scores. Engagement was incentivised with a live playoff at the Melbourne Motor Show with the winner receiving a brand new Lexus CT 200h
The “Slot Cars” style gameplay demonstrates the unique hybrid “two mood – two mode” feature of the CT 200h. This allows players to switch between ‘Sport’ and ‘Eco’ modes to achieve the best times while saving fuel, culminating in higher scores and positioning on the leader board.
Players can easily broadcast their scores across social media, challenging friends to download the game, or beat their scores/position on the leader board.
The game was developed via a custom 3D engine and features realistic torque physics, particle animation, sound effects and an original music soundtrack, with a stylised look and feel to match the Lexus brand.
The Admob Mobile Ads campaign
The campaign ran from 21st April to 1st June across the Admob network, targeting iPhones, iPads and iPods. Click-to-download banners were displayed on mobile apps such as Words With Friends, Angry Birds, WeatherZone, and various mobile websites. These sent the user through to the iTunes App Store where they could download the app.
A burst strategy was employed to upweight investment at strategic intervals to help the app rise up the iTunes ranks in order to achieve higher vis
ibility and gain more organic downloads.
Results
● Won “Best mobile advertising campaign” at the 2011 Mobile Marketing Awards.
● Total time played (all players): 1,138:46:83 (hh:mm:ss)
● Average number of plays per user: 5.01
● Most number of plays by a single user: 131
● CTR:1.03%
● Downloads peaked 2 weeks after the campaign launch. A 2nd peak occurred during the last week of the campaign
● Highest Ranks in iTunes Store achieved during the campaign
○ Racing: 5th
○ Game: 76th
○ Overall 168th
Quote from Julie Hutchinson, CRM & Interactive Marketing Manager, Lexus Australia
"For the launch of the Lexus CT200h we wanted to reach out to a new demographic, a younger audience in their late 20s to 40s. The Lexus CT City Challenge mobile campaign was the perfect way to achieve this objective. It created a sense of excitement and innovation around the Lexus brand and kept this demographic engaged with the car and the brand."
About Lexus
Lexus has established a unique place in the automotive world as a manufacturer of premium vehicles. The Lexus brand is synonymous with breathtaking design, innovative technology, heart-stopping performance and environmental sensitivity.
In March 2010, Lexus launched the first luxury hybrid hatch on the Australian market, the CT 200h, reinforcing Lexus’ commitment to innovation. The target audience was people in their late 20s to early 40s, both singles & couples, with a high disposable income and for whom style, design and technology is important.
Lexus’ objective for the CT 200h, launch was threefold:
- To drive awareness among the target audience;
- To focus messaging on the unique features of the CT 200h, such as the Two Mood-Two mode;
- To connect and engage with their audience to drive consideration.
Solution
Among the target audience, smartphone ownership and internet penetration is very high. Subsequently, casual gaming usage is heavy, a typical quote being “When I need something to pass the time, I use Lineup on my iPhone.”
Based on these insights, Lexus, The White Agency (Lexus’ digital agency) and Admob worked together to create The Lexus CT City Challenge -a mobile app that was addictive in nature, held the key product benefits ‘eco’ and ‘sports’ two moode-tow mode at its centre. They also ensured the game is part of the overall CT 200h and F1 strategy, and it was also incentivised with a grand prize of a CT 200h. The digital directive was lead by The White Agency and development of the app by Webling.
The app was created with a young, urban, design and quality-conscious audience in mind, this being the primary target group for the car itself. They are frequent visitors to the Apple iTunes App Store, engaging with and purchasing casual gaming offerings in high quantities.
To build awareness and acquisition of the app, Admob also created a mobile ads campaign..
The Lexus CT City Challenge Game
The game challenges players to take the Lexus CT 200h for a virtual spin around courses modeled after Australia's capital cities. The game features five courses which are progressively unlocked as players achieve qualifying scores. Engagement was incentivised with a live playoff at the Melbourne Motor Show with the winner receiving a brand new Lexus CT 200h
The “Slot Cars” style gameplay demonstrates the unique hybrid “two mood – two mode” feature of the CT 200h. This allows players to switch between ‘Sport’ and ‘Eco’ modes to achieve the best times while saving fuel, culminating in higher scores and positioning on the leader board.
Players can easily broadcast their scores across social media, challenging friends to download the game, or beat their scores/position on the leader board.
The game was developed via a custom 3D engine and features realistic torque physics, particle animation, sound effects and an original music soundtrack, with a stylised look and feel to match the Lexus brand.
The Admob Mobile Ads campaign
The campaign ran from 21st April to 1st June across the Admob network, targeting iPhones, iPads and iPods. Click-to-download banners were displayed on mobile apps such as Words With Friends, Angry Birds, WeatherZone, and various mobile websites. These sent the user through to the iTunes App Store where they could download the app.
A burst strategy was employed to upweight investment at strategic intervals to help the app rise up the iTunes ranks in order to achieve higher vis
ibility and gain more organic downloads.
Results
● Won “Best mobile advertising campaign” at the 2011 Mobile Marketing Awards.
● Total time played (all players): 1,138:46:83 (hh:mm:ss)
● Average number of plays per user: 5.01
● Most number of plays by a single user: 131
● CTR:1.03%
● Downloads peaked 2 weeks after the campaign launch. A 2nd peak occurred during the last week of the campaign
● Highest Ranks in iTunes Store achieved during the campaign
○ Racing: 5th
○ Game: 76th
○ Overall 168th
Quote from Julie Hutchinson, CRM & Interactive Marketing Manager, Lexus Australia
"For the launch of the Lexus CT200h we wanted to reach out to a new demographic, a younger audience in their late 20s to 40s. The Lexus CT City Challenge mobile campaign was the perfect way to achieve this objective. It created a sense of excitement and innovation around the Lexus brand and kept this demographic engaged with the car and the brand."
1Harvard Business Review, April 2010
Posted by Ryan Hayward, Product Marketing Manager
Asia-Pacific: Lexus CT City Challenge
Rating: 100% based on 975 ratings. 91 user reviews.
Rating: 100% based on 975 ratings. 91 user reviews.
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