In early 2016 McLaren Automotive ran a pan European digital advertising campaign to launch the new Sports Series. We were delighted that the only element of TV that they included was a AdSmart campaign targeting the top 2% of households (in terms of affluence and propensity to buy UK manufactured sports cars) in the vicinity of their 5 UK dealerships in London, Ascot, Birmingham, Manchester and Glasgow.
Jonathan Pollock, Managing Director Europe, McLaren Automotive commented:
“The McLaren 570S represents a landmark opportunity for McLaren Automotive by bringing our DNA, engineering, and innovative expertise, into the sports car market for the first time. We are trying to reach a conquest audience of high net worth individuals in key areas of the market.
We chose to use AdSmart because it allows us to deliver a high impact, dynamic, and engaging execution, in a very tightly geo-demographically targeted manner…….. that’s more of an immersive experience that you would get in a digital online environment.
It delivered for us over 400,000 impressions into over 61,000 households and it gave us access to a new target market that literally walked into our dealerships literally to buy a car.”
