SMC Ford & AdSmart

Driving web traffic with targeted TV advertising

Background

SMC Ford are Ford car specialists based in London, Kent & Berkshire offering Ford sales, servicing and finance.

The SMC Ford campaigns ran for 30 days in January, April and August and the attributes chosen to make up the perfect targeting for them was:

Mosaic Types 2009 – Suburban Mindsets; Ex-Council Community; Claimant Cultures; Elderly Needs; Industrial Heritage

Financial Strategy Segments – Growing Rewards; Family Interest; Consolidating Assets; Balancing Budgets

Postcodes – DA & SL

Objectives

The objective of the AdSmart campaign was to:

Increase awareness of the SMC Brand
Drive incremental traffic to their website with particular focus on their new FordStore at Crayford

Results

+31% increase in traffic during campaign period

+40% increase in Brand Searches during campaign

A spokeperson for SMC Ford commented

“We have seen increased sales during all of our AdSmart campaigns, greater than the industry growth and average growth of the group. For only £0.04 cost per impression and based on the results seen, it’s very likely that we will do this again!”

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