Tata (United Diesel)
Xenon Campaign Performance
Xenon Campaign Performance
Overview
Organization name: Tata (United Diesel)
Type of organization: United Diesel, located in Dubai, is a member of the Al Rostamani Group, one of the diversified business conglomerates in the United Arab Emirates. United Diesel, established in 1972, is the leading Commercial Vehicles distributor with more than four decades of specialization in Commercial Vehicles, including Trucks, Buses, Pick Ups, and Forklifts.
Size of organization: United Diesel is a significant player in the commercial vehicle distribution industry in Dubai, with a substantial market presence and a well-established reputation.
Products and services: ARTC represents Suzuki and Citroën in the UAE, offering a wide range of automobiles and related services. The two brands, Suzuki and Citroën, cater to diverse customer needs, providing high-quality, safe, and value-for-money options for new car buyers.
Customer base: United Diesel serves a wide range of customers, including businesses and organizations in the logistics, transportation, construction, and agricultural sectors, among others. Their customer base comprises commercial vehicle buyers and fleet operators.
Key Stakeholders
Key stakeholders for United Diesel include the Al Rostamani Group, Al Rostamani Trading Company (ARTC), which is the sole authorized distributor of Suzuki and Citroën automobiles in the UAE, as well as their customers, suppliers, and employees.
View from Tata (United Diesel) Xenon X2
Tata (United Diesel) embarked on an ambitious journey to introduce their latest innovation, the Xenon X2, to the discerning market in Dubai and beyond. Recognizing the immense potential of this cutting-edge product, they envisioned a comprehensive advertising campaign that would not only raise awareness but also effectively convey the unique selling points of the Xenon X2 to their target audience.
What Tata (United Diesel) Xenon X2 was looking for?
Tata (United Diesel) was in search of a local advertising company in Dubai to help them achieve the desired results for their Xenon X2 campaign.
Campaign Strategy
Challenge:
The primary challenge was to create a campaign that effectively showcased the Xenon X2's various features to different target audiences. They aimed to run a single campaign with four different key visuals, each highlighting a specific aspect of the product:
1. Safety: Targeting the general audience, emphasizing the safety features of the Xenon X2.
2. Styles: Targeting the general audience, focusing on the vehicle's design and style.
3. Performance: Targeting audiences such as farmers, farming companies, and delivery professionals, highlighting the vehicle's performance.
4. Moverability and Technology: Targeting logistics companies and similar businesses, showcasing the vehicle's mobility and technology.
Our Approach:
To address the challenge, the advertising company decided to create one campaign and transform it into four different key visuals and ads, each tailored to highlight one of the product's unique features.
Our Solution:
The advertising campaign encompassed a multi-channel approach, including:
- Google Display Network (GDN) Ads: Display ads to reach a broad online audience.
- -Search Ads: Targeted search engine ads to capture potential customers actively looking for information on the Xenon X2.
- Social Media Ads: Leveraged Facebook, Instagram, and LinkedIn to target specific audiences based on their preferences for safety, style, performance, or technology features.
Impact:
The impact of this strategic approach was nothing short of remarkable. By tailoring our campaign to showcase the Xenon X2's various features to distinct target audiences, we achieved outstanding results that far exceeded our initial expectations.
The campaign not only generated tremendous brand visibility but also translated into tangible engagement and interest from potential customers. The metrics speak for themselves, with an astounding total of 10,916,074 impressions, a remarkable 72,485 clicks, and a significant increase in leads, totaling 178.
This campaign's success underscores its pivotal role in effectively highlighting the Xenon X2's unique attributes. It not only bolstered brand recognition but also ignited genuine interest and interaction among our target audience. These exceptional outcomes not only benefit Tata (United Diesel) but also solidify the Xenon X2's position as a standout product in the market.
Metrics Promised VS Result Metrics:
The results clearly demonstrate the campaign's success, with significantly higher impressions, a substantial number of clicks, and a notable increase in leads across all platforms.
The strategic targeting of different audiences based on their preferences for specific product features played a crucial role in achieving these impressive metrics. The campaign effectively showcased the Xenon X2, driving interest and engagement among potential customers, ultimately benefiting Tata (United Diesel) and contributing to the product's success in the market.
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