Jeep's cross-linked online campaign pays off

Singapore - DaimlerChrysler SEA's joint effort with Windows Live and Microsoft to promote its new Jeep Compass SUV saw 1.3 million video interactions with a 1.2% click-through rate to the microsite. 

The campaign targeted urban, online-savvy 25- to 39-year-olds with the objective of driving visits to the promotional microsite and increasing the number of test-drive registrations.

The week-long campaign launched in late April ran Jeep Compass SUV ads in Windows Live Messenger, coupled with expandable video ads that drove traffic to the microsite. The video-based exposure was also supported by a Microsoft Offers email blast to Windows Live Hotmail users who had previously subscribed to automotive information threads.

The campaign sparked more than 36,500 complete video plays within the campaign period, had an open rate of 17.4% from the Microsoft Offers email blast, and enjoyed a 3.6% click-through rate from the email blast. 

"One of the key reasons we picked Microsoft Advertising was because it offered a lot of customisation of content and category. Being able to select the audience category was a bonus," Sally Chua, manager of sales and marketing at DaimlerChrysler SEA, said.