In October 2016, Media Plus agency was instructed to increase the maintenance and repair traffic to LADA authorized dealership centers.
We had to evenly cover the segments of the target audience broken down by the entire model line-up of LADA cars and effectively distribute the advertising intensity in 40 target cities.
To perform this task, we had to review the brand offering and examine the situation in each city in detail. During the advertising campaign, we split the regions into groups based on a number of criteria, including the car fleet size, which helped us single out the regions that needed a more intense communication and adjust the advertising weight for each target region further on.
We also elaborated a creative concept based on the reliability and profitability of service at LADA authorized service centers. We chose both federal and regional media in the Internet and radio for the placement.
During the campaign, our communication covered 40 cities of Russia where more than 730 mln contacts of the target audience with the customer’s advertising message took place.
As part of the campaign’s autumn flight, we ensured 269,033 visits to the client’s website, which evidences high awareness of the message promoted and audience’s interest in the LADA offering.