Opel Corsa

Campaign Objectives
• To create hype and spark interest in Opel’s latest Corsa hatchback model to their target audience on Yahoo! Singapore.
• T o communicate the campaign line “Love ChangesEverything” to target audiences. Opel’s vision is for drivers to fall in love with Corsa and see everything in a positive light.
• To drive traffic to Opel Corsa’s microsite to increase awareness and moredetailed product information
The Yahoo! Solution
• Rich media banners were created to paint Opel Corsa’s image of “fun-loving” and “colourful life”.
• Yahoo! Singapore included Yahoo! SingaporeHome Page in the media buy recommendation due to its large critical mass and coverage volume.
• Targeted banners were placed on Yahoo! Singapore News, one of Yahoo! Singapore’s most successfuladvertising sites, to reach out to intended audiences. The demographics of most News readers matched the profile of a qualified Corsa owner.
Campaign Elements
• Expandable W AM was placed on Yahoo! SingaporeHome Page on 2 weekend dates to encourage users to be re-directed to Opel Corsa’s microsite for detailed product information
• Expandable Super was also placed on Yahoo! Singapore News over a periodof 2 weeks.
• The campaign started with a rush of colours on Yahoo! Singapore Home Page as the WAM was coincidentally rolled out on National Day and thus, further enhanced by the equally colourfulHome Page.
Opel Corsa Expandable WAM
Aug, 2008 Opel Corsa – An Automotive Case Study 1
Opel Corsa Case Study
Results
• As expected, high user interaction on Yahoo! Singapore National Day Home PageWAM was achieved. Almost 12,000 clicks were recorded, attaining an impressive CTR of about 0.5%.
• The second WAM that rolled out the following weekend performed even better, it generated more than13,000 clicks and registered almost 0.6% CTR.
• The run-off site banner on Yahoo! Singapore News also achieved exceptional results with more than 5,000 clicks. The interest in Opel Corsa was...