Background
In 2010, SUV sales currently make up 11.6 per cent of the market in China. Last year's best-selling SUV in the market was the Honda CR-V, with the Qashqai from Dongfeng-Nissan in the top ten.
Owning an SUV in China is a status symbol, and it is this reason that has younger buyers flocking to the SUV segment, so the Qashqai SUVs are targeted at a high-end customer base which is relatively young with spending power.
Taking into account the increasing number of iPhone and Android smartphone users, there are obvious advantages for Dongfeng-Nissan to use Google AdMob's precision positioning capabilities. A higher coincidence of the target audience and potential customers occur in these smartphone users.
The envisaged scenario is that potential customers see the ads for Dongfeng-Nissan's new Qashqai model, immediately click through for interaction and feedback.
The purpose was to gradually draw these smartphone users closer to the process of sales consultations and then actual purchases.
Execution
The agency responsible for the Qashqai mobile campaign is Catch Stone Advertising's Guangzhou branch.
The delivery platform of choice was app-based ad targeting on the iPhone platform to attract potential customers.
Leads generated from the Google AdMob interface were integrated into Dongfeng-Nissan's back-office customer service system for follow-ups in the shortest possible time, so customers can set appointments for a test drive and consult on prices.
Results
As mobile internet gives full play to the interactive features of mobile advertising, the campaign not only achieved high click-through rates, but also accurate, real-time advertising effectiveness.
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