More than 50 car manufacturers sell vehicles in Australia, and consumers have more choice than ever before. In this crowded marketplace, the pressure is on brands to find smarter ways to cut through the noise. To help rev up your auto strategy this year, we’ve studied over 200 auto campaigns from the past 12 months, to present top ways brands can use the Bonzai platform to optimise the 3 key phases of the auto decision journey.
Discovery Phase
Whether you’re promoting a pre-launch event, launching a new car, or showcasing an entire range, the ‘Discovery Phase’ of the customer journey is all about impact and creating desire. This is the time where you want to capture your customer’s attention, bring the car to life, and awaken your audiences’ imagination.
Here’s how you can connect with your customers in the 'Discovery Phase'.
Large Format Launch
TruSkin Backstage takes your creative execution to the next level. The Classic skin is integrated with video on the header that also takes up the entire background with a frosted effect.
Format: TruSkin Backstage
Features: Video, Animation
Announce Your Launch
Let your audience add important days and launch events to their calendar so they never miss out on any communication.
Format: ScrollX
Features: Video, Animation, Add to calendar
Launch on mobile
With the Mobile TruSkin Video, you can create a highly engaging experience on mobile by adding a video to the header instead of static content.
Format: Mobile TruSkin Video
Features: Video
What Works
Exceptional CTR:
Desktop - 1.56% Mobile - 2.20%
(average per Bonzai platform data for the year 2018)
High viewability
91.41% for TruSkin
65.2 % for ScrollX
(according to IAS)
78% campaigns in the
discovery phase use High
Impact Formats
(as per Bonzai platform data 2018)
Consideration Phase
Customers in this phase are looking for information about your car’s features and benefits to get a deeper understanding of how it ‘fits’ their lifestyle. More brands are now using Bonzai’s features like video, 360-degree imagery, photo carousels and photosphere, to bring the tactile showroom experience into the digital environment. Find out how you can create engaging experiences for customers in the 'Consideration Phase'.
Download Brochure
You can embed a link within the ad unit to download a brochure. This feature lets you reach
your audience with relevant information at the right stage of decision-making.
Format: TruSkin Classic
Features: Download brochure, 360 degree, hotspots
Create Immersive Experiences
The Photosphere creates an immersive experience for the user. Interactive hotspots reveal more information on click and allows for more product information to be displayed.
Format: ScrollX
Features: Photosphere, hotspots
Colour Selector
Let your audience explore more options by viewing the car in a colour of their choice and help them gain further information about a model they are considering in the purchase journey.
Format: TruSkin Classic
Features: Colour selector, Animation
What Works
Exceptional CTR:
Desktop - 1.26% Mobile - 0.41%
(average per Bonzai platform data for the year 2018)
High viewability
91.41% for TruSkin
65.2 % for ScrollX
(according to IAS)
50% of auto campaigns in
the consideration phase
use video
(as per Bonzai platform data 2018)
Closer to Conversion
This phase is all about making the practical steps to buying a car clear and simple. It’s why more brands at this phase use Bonzai’s ‘call to action’ features like tap to call, embed maps and hotpots to help customers find the nearest stores, or quick links to download brochures and book a test drive. Here's how you can help your customers make decisions faster.
Deals / Offers
Showcase deals / offers and embed a finance calculator to push customers closer to conversion in their online purchase journey.
Format: ScrollX
Features: Finance Calculator
Book a test drive
With more customers confident in completing their purchase journey online, you can nudge them further down the conversion funnel by adding a lead generation form within the ad unit to book a test drive.
Format: ScrollX
Features: Video, Lead Generation Form
Find the nearest store
Embed a map within the creative unit to drive more footfalls to the dealership. Users will be able to navigate to the closest store and find all relevant information within the ad unit.
Format: ScrollX
Features: Map, Tap to Call
What Works
Exceptional CTR: Desktop - 1.66%
(average per Bonzai platform data for the year 2018)
Exceptional CTR: Mobile - 0.62%
(average per Bonzai platform data for the year 2018)
Approximately 60% campaigns in the conversion phase use High Impact Formats
(average per Bonzai platform data for the year 2018)