- Cruising with BMW to drive awareness, softly#digitaltrend#digitaladcolumn#showcase#featured#casestudies
Campaign Name: BMW Holidays Driving (週末自駕遊) Sponsorship
Client Name: BMW
Ad Solutions Used: Yahoo TV, Native Ads, Premium Ads and Social Strategy
- Promoting BMW models to a young demographic with high spending power
- Employing a soft-selling approach to showcase BMW’s superior product features
1. Sponsored the first episode of Yahoo TV Original Program Series - Holidays Driving 週末自駕遊. Using a soft-selling approach, Yahoo team generated the idea of having the hosts to cruise around Hong Kong’s best-kept places – most are not easily accessible on foot so to better highlight the importance of a car as well as BMW’s stellar offerings.
2. Leveraged on the theme of Christmas festivities and Hong Kongers’ fascination of celebrating the holiday in Europe, the video content showed the hosts set a route that centered around replicating the European holiday in Hong Kong with the help of the BMW car, as such promoting a soft-selling angle to feature BMW and it’s superior product features.
3. The video kept its travel edge by recommending shops, restaurants, delicatessens and even an outdoor picnic area in Hong Kong. BMW features were laced between the editorial-oriented information in a soft-sell approach.
4. Leveraged on Native Ads and Premium Ads to drive more awareness to the TV program.
5. Social Posts were adopted to bring in additional traffic and to spread the word.
Video views reached more than 750,000 (the highest among all the episodes in the series).1 week ago
- Promoting BMW models to a young demographic with high spending power
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Brands need love. In fact, the ones with loyal fans saw an 191% increase in value growth in the past decade. Brand love is manifested in powerful ways: from camping out for the new iPhone to wearing and even tattooing logos onto our skin.
Love is what takes a brand from good to great, from awareness to affinity, from buyers to followers. That’s why we, at Oath, study brand love.
In a study we carried out in late 2017, we took a global sample size of 150,000 consumers across 13 markets, and looked at how data can be used to better understand and nurture the intangible.
The 6 drivers of brand love and Hong Kong’s finding
Human love requires Intimacy, Passion and Commitment while Brand Love requires Emotional Connection, Function and Bonding. Brand Love has a functional element to it which makes it distinct from human love.
For industries and generations, we found that brand love is driven by 6 brand behaviours. In general, brands that Exceed Needs, Build Trust and Set Trends reap love in Hong Kong. (Percentage in bracket indicates the Hong Kong findings)
- Exceed Needs (26%) - do something no other brand does, or do it better; and give consumers what they want before they ask.
- Build Trust (19%) - get personal with customized experiences that build a foundation of trust.
- Set Trends (17%) - disrupt, innovate and keep consumers excited about what’s next.
- Share Values (14%) - establish core beliefs, then act on them to make the world better.
- Respect Consumers (14%) - consistently demonstrate fairness and reliability; and engage with consumers in meaningful, personalized ways.
- Elevate Experiences (10%) - key to brand loyalty; make every interaction more creative, thoughtful, and impactful.
In terms of gender,
- Men in Hong Kong exhibit slightly more love for brands that Elevate Experiences and Respect Consumers.
- Women in Hong Kong lean towards ones that Exceed Needs and Build Trust.
Among different age groups,
- Younger Generation tends to love brands that can be Trend-Setters and provide Exceed Needs.
- Matured Segment prefers ones with Share Values and Respect Consumers.
Base on the varying industries in Hong Kong, some industries are more unique.
- Retail brands that Exceeds Needs and Builds Trust gets more brand love.
- Communication Sector should aim to be Trend-Setters that offer Elevated Experiences.
- Health & Beauty brands should work towards Being Trust and Share Values.
- Apparel brands that Respect Customers reap more love.
- Automotive labels that provide Elevated Experiences gain the most followers.
How to build brands people love with Oath
With a fundamental understanding of why consumers love brands and the 6 brand behaviours, marketers can align their strategies in a way that builds on each driver of love. There are 5 things marketers can do and for each of them, Oath provides concrete solutions to help your brand sustain, standout and continuously brand your brand.
1. Outperform and overdeliver
We, as consumers, follow our hearts, but only to a point. So, before building on the consumers emotions, a brand has to fulfill that functional base. In other words: do you bring the best in quality, performance and design?
2. Take a stand
People want to be seen using brands that share their values. And, while they want brands to care about issues, they don’t need you to get into political. Globally, on average, 67% expect public support for equality and diversity, but only 32% care which political party you support.
3. Rethink, reinvent, repeat
You don’t have to be in an innovation-obsessed industry for consumers to expect you to set trends. In fact, setting trends is more important for news and media brands than for any other industry. Consumers are willing to go out of their way for–and forgive–brands that innovate in order to elevate experiences.
4. Make it personal
There’s no love without trust. Consumers confirmed they trust brands they can count on and feel understood by. So get personal. Even one mobile touchpoint makes consumers 67% more likely to trust your brand to use their personal data.
5. Act their age
All 6 drivers of brand love apply no matter who you ask, but each generation has a favourite.
Millennials worship innovation and memorable moments–their love is most influenced by setting trends and elevating experiences. For love from Boomers & GenX, top up on sharing your consumer’s values and showing them respect. The 35+ set prioritized shared values 21% more, and respect 38% more, than Millennials did. Talk to each group on their terms to get more brand love from all.
For more information, please visit www.oath.com/hk/advertising/brand-love/.
For advertising inquiry, please Contact Us.
Source: Oath, Brand Love Index Global Study, 2017; Oath, Flurry Global Internal Data, 2016
In the previous month, Yahoo TV continued its achievements in engaging with the audience and maintained its 4.3M unique users reach. Our signature programs in February also gained impressive viewership, generating over 4.9M views from the two festive programs premiered, as well as approximately 14M views from Yahoo TV’s top 5 original programs. Take a look at the highlights!
Festive Programs in February
The two festive programs premiered in February to welcome the Valentine’s Day and the Chinese New Year of the Dog had gained record high viewership, accumulating a total of more than 4.9M of views in the previous month alone.
In the reality show 明星三決LOVE (Watch the program here), Jason Chan (陳柏宇), Patrick Tang (鄧健泓) and Justin Cheung (張建聲) collaborated together to come up with a big surprise to their beloved ones, drawing audiences’ enormous support and garnered 3.2M viewership.
Meanwhile, with a strong curiosity about the fortune in the upcoming year, over 1.7M views were aggregated in fung shui master Mak Ling Ling’s (麥玲玲) 4-episode show 玲光一閃狗年開運大法 (Watch the program here).
More Yahoo TV Original Programs
Apart from the festive programs that were exclusively launched during the festive month, there were also some other regular original programs launched this year.
Crammed with people on a typical street in Hong Kong, the program 街訪零距離 (Watch it here) attempted to interview Hong Kongers about their opinions towards some of the hottest and latest topics in town. In response to the two festivals in February, special episodes were launched to found out Hong Konger’s celebration in the lunar new year fair and on Valentine’s Day.
Meanwhile a highlight for music lovers, pop music across various decades were gathered on a weekly basis in 流行歌流行過 (Watch the program here). With a specific theme each week, ranging from travel to even songs in popular Japanese soap drama, audiences must surely associate with some fond memories.
Yahoo TV will continue to innovate and produce more premium infotainment for Hong Kong people. Stay tuned for more!
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