McLaren driving through the mountainsMcLaren logo

The 1st ever TV advertising campaign for

harnessing the power of Sky AdSmart

It delivered for us over 400,000 impressions into over 61,000 households and it gave us access to a new target market that literally walked into our dealerships to buy a car.

Jonathan Pollock, Managing Director Europe, McLaren Automotive

McLaren logo
It delivered for us over 400,000 impressions into over 61,000 households and it gave us access to a new target market that literally walked into our dealerships to buy a car.

Jonathan Pollock, Managing Director Europe, McLaren Automotive

McLaren logo

McLaren Automotive

Reaching High-Affluence Buyers

In early 2016, McLaren Automotive was looking to run a campaign to raise awareness of their new Sports Series; The McLaren 570S and 540, with prices starting at £140k. The brand had never considered TV as part of their marketing mix before due to the mass appeal traditional of TV, which would not be appropriate for the niche, high affluence audience they require.

The challenge for McLaren was therefore how they reach the top affluence households without incurring significant wastage. In addition to this, McLaren also wanted to make sure any advertising spend was within the vicinity of their 5 dealerships in London, Ascot, Birmingham, Manchester and Glasgow to make the activity as efficient as possible.

0
st
Ever use of TV Advertising for McLaren
0
Households selected as the perfect target audience
0
k
Impressions

Insight

Sky AdSmart is the revolutionary approach to TV advertising that allows businesses of all shapes and sizes to benefit from the advertising impact of TV. With Sky AdSmart, different ads can be shown to different households watching the same programme, so niche brands like McLaren Automotive can target only the households where their ad will have the most impact.

Idea

McLaren chose to use Sky AdSmart to reach households which earned over £150k a year, liked sports cars and owned homes £1million+ in value. In addition to these demographic targets, they also added tight geographical controls to their segment to reach their target near the key dealerships.

Results

Client Quote

Jonathan Pollock, Managing Director Europe, McLaren Automotive commented:

“It delivered for us over 400,000 impressions into over 61,000 households and it gave us access to a new target market that literally walked into our dealerships to buy a car.”

Campaign Results

  • 61,000 Sky households made up the perfect target audience for McLaren
  • The campaign delivered 400,000 impressions
  • By the second day of the campaign, McLaren had already sold a car off the back of a prospect seeing the TV advert

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