Industry Background
The luxury auto market in India has experienced significant growth in recently driven by rising disposable incomes and a growing appetite for premium brands. Renowned for superior craftsmanship, advanced technology, and unparalleled comfort, luxury auto brands have successfully carved a niche among affluent consumers. This burgeoning demand is further fueled by an increasing number of high-net-worth individuals and a growing trend of aspirational purchases.
The Brand Ask
Context
A leading automotive brand launched its new luxury sport utility vehicle (SUV) in India. Renowned for its opulent features and exceptional safety standards, the brand is a prominent player in the luxury car market. To effectively target potential high-end customers, the brand partnered with HT One Audience, leveraging a targeted display campaign aimed at reaching the in-market luxury audience.
Campaign Goal
To launch a new luxury SUV, a premium auto brand ran a campaign using HT One Audience's Targeted Personalised Ads. The campaign aimed to boost brand awareness and drive conversions among a targeted audience of potential high-value buyers.
Target Audience
The campaign targeted high-net-worth individuals (HNIs), luxury auto owners, top management, premium credit card holders, frequent international travellers in 18+ metro cities across India.
HNIs
Luxury Auto Owners
Top Management
Premium Credit Card Holders
Frequent International Travellers
Our Approach
Niche audience targeting strategies were deployed to highlight the premium features of the model with a prime focus on Top Management, Premium Credit Card Holders, Frequent International Travellers, HNIs and other Luxury Car Owner audiences. The placement of the display advertisement was optimised at different levels and sections to ensure effectiveness. Multiple creative variations were tested on the TO.
Results
- Display ad format was used to get the best results across multiple devices.
- The Auto industry’s average CTR for digital ads is 0.20% while the premier auto brand’s targeted campaign on HT Media’s digital channels witnessed 0.4% CTR.
- HT One Audience’s targeting efforts and creative optimisation led the campaign to achieve 1.7X increase in CTR (as compared to the industry average)
