Online meets Print
Print advertisements are not cheap and due to a lack of interaction possibilities – unlike online advertising – do not directly show whether the design is popular with the target group or not. So that Fiat could ideally present the Fiat 500X in all advertising formats, we had to find out which form of staging was best received by the users.
With the Dynamic Advertorial Check, a campaign was set up in which the target group could find out exactly which product colours, features and sales arguments were of interest to them. This was done using various A/B tests and indicators such as dwell time, click and interaction rates. The comparison with demographic data also allowed the target group to be defined more precisely.
Through the campaign, the readers demonstrated which aspects of the Fiat 500X were particularly exciting for them. These findings were incorporated into the design of subsequent print advertisements to ensure that the car was literally presented at its best. Based on the campaign insights, it was also possible to select the ideal print media for the advertisements. Online and print – a strong team!