Sea-Doo, a personal watercraft provider in Australia, was looking to increase brand awareness and product recall leading into their summer period, with a key call-to-action on audio creative being to reach “Sea-Doo Summer” and drive traffic to a custom landing page.
For this campaign, Sea-Doo partnered with Adtorque Edge, a leading digital marketing agency specializing in delivering cutting-edge advertising solutions to businesses across various industries. With a strong focus on technology, maximizing online visibility, and driving measurable results, Adtorque Edge leverages advanced technologies and industry expertise to help companies establish a dominant online presence and achieve their marketing objectives. In combination with their digital audio partners, AdsWizz and digitalaudio.com.au, Adtorque Edge is aiming to drive the uptake of new audio-specific technology across both the automotive and leisure/lifestyle industries as the upward trend of digital audio consumption continues.
This campaign targeted users in close proximity to waterways and locations that serve as focal points for personal watercraft usage. These users were targeted using Second Screen Retargeting through the AdsWizz DSP, which enables you to combine audio ads with display ads to retarget audio campaign listeners on other websites and apps. The targeted individuals heard the audio ads and were seamlessly retargeted with companion display ads.
For Sea-Doo, AdsWizz’s ShakeMe was the right choice to help raise brand awareness and product recall and to further drive direct response rates. ShakeMe is a motion-activated, interactive audio ad format that invites listeners to shake their phones or smartwatches to complete a desired action such as downloading a coupon, placing a call, or opening a web link.
Throughout the duration of the campaign, Sea-Doo’s website traffic increased by 108% versus the same period last year, and total website conversions increased by 43%. The Sea-Doo Summer landing page achieved a 23% conversion rate. Year-on-year total campaign budgets remained flat outside of the addition of digital audio advertising allocation.
This campaign also achieved a Second Screen call to action of greater than 2% as compared to display alone which is 0.5%.