Service King
The Challenge
To create immediate awareness and communicate to drivers why they should choose Service King, and wanted to reach those drivers when they are most inclined to think about auto repair – while inside their vehicles.
The Problem
How do you introduce a brand into new markets and and boost awareness of nearby repair centers?
Use digital OOH correlated with real-time traffic conditions to display hyper-targeted ads.
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Performance & Result
The creative messaging smoothly rotated between lines such as “Unlike This Traffic, Our Repairs Move Smoothly” during heavy congestion and “This Traffic is One Thing We Can’t Fix” in extremely heavy traffic conditions.After the first week of running the traffic triggered ads, the planning company noticed a significant increase in performance of their paid search campaign, signaling that the OOH digital boards were further driving awareness of the Service King brand. The click-through-rates for the markets running traffic triggered OOH increased significantly compared to before the campaign started.
Following increases were seen in CTR (Click-through-rate) performance:
Oklahoma City – CTR improved 69%
Nashville – CTR improved 66.5%
Los Angeles – CTR improved 46.7%
San Francisco – CTR improved 41.2%
Philadelphia – CTR improved 59%
Chicago – CTR improved 49.4%
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033-24796795 / 7075