The brief
Use digital to build active awareness, consideration and drive trials.
Strategy & Execution
Our first reaction was that it was unlikely that a product which was largely B2B was even searched forget about being purchased online. So, we first looked at search volumes of words and key phrases associated with Ambulances online. Surprisingly, we found a sizeable search volume coming from some parts of the country.
Post that we were able to correlate that a lot of these searches we emanating from Admin heads or Purchase departments within healthcare centres.
Having pulled together some interesting data we were able to paint a picture about the size and opportunity for ambulances online. Post that we developed a series of simple yet interesting messages about the features of the Tata Winger range of MPVs. We used GDN and other affiliate networks to target our TG.
We were pleasantly surprised to find good CTR and with further campaign optimization we were able to deliver great conversions. Overall sales directly via online was over 300 vehicles. This was also presented as a case study internally to demonstrate the power of search and online marketing.
