This season DCMN drives CARS24’S new & optimised TVC
This festive season, leading full-stack growth specialist and marketing firm DCMN helped CARS24 launch their newest performance-driven and optimized TVC, which aims at educating customers on how to use the second-hand automotive marketplace to get the best rate for their vehicles.
Drawing on its expertise as an international leader in performance-driven TV marketing, DCMN India recently won the mandate to produce the media strategy for CARS24. The company created a data-driven media campaign that allows tracking and optimisation based on DCMN’s in-house TV attribution technology, thus bridging the age-old gap between offline and online.
Following the successful first flight of the campaign that ran for about six weeks, DCMN delivered an in-depth optimisation and performance evaluation report, to analyse the TVC and work towards an optimised next flight.
In the first flight, DCMN tracked key KPIs for the client such as cost per visit, cost per call and Cost per booked appointment. In flight two, the media buying has been optimised in line with these KPIs with a focus on channels, dayparts, weekdays and spot length.
Consequently, while planning for the new spot, CARS24 approached DCMN at the initial storyboard level to help with optimising their media strategy.
Bindu Balakrishnan, Country Head – DCMN India said,” With this campaign, DCMN has given CARS24’s new TV spot a performance focus. Using our in-house TV attribution technology, we can optimise the campaign from the moment it goes to air, allowing us to focus on the best-performing genres, channels, days, and dayparts – and to tweak the creative for optimal performance."
Interestingly, given the fact that festive season is around the corner, CARS24 has decided to almost double their media spend for the second flight. DCMN recommended here including more infotainment channels, with programming similar to the History channel. The optimised media strategy included more business news channels, as well more Hindi news channels while further expanding the Hindi movies channel mix and focusing on the earlier dayparts.
The newest TVC started airing on September 15 with a strong presence across genres, including Infotainment, Hindi News, Hindi Movies, English movies and English business news.
See the TVC here:
Vikram Chopra, CEO and Co-Founder, CARS24, said, “Following a successful first flight with our previous TVC, we’ve optimised the campaign for even better performance. Our continued partnership with DCMN allows us to take advantage of their performance-driven approach, which ensures we can measure the direct response of the spot as it goes to air”.