Elaborating further on the partnership, Caley Coleman, regional senior marketing executive, Mercedes-Benz Cars Middle East, stated: “This level of technology served as a superb opportunity for the car launches, and footfall attribution is becoming an indispensable KPI. The campaign results were music to our ears – literally.”
Traditional audio/radio ads have been on tactical media plans for years, yet in our transition to digital audio, more than 80 per cent of the campaigns using audio are for brand building and disregard digital audio as a fertile ground for performance. Together with AMQ (Omnicom Media Group’s dedicated agency for Daimler), we identified an opportunity to leverage digital audio solutions.
Based on the results of Mercedes-Benz campaign, below are four tips to set the audio rhythm for your brand.
1 THE RIGHT DRESS FOR THE RIGHT OCCASION
Most of the time an audio ad that works for radio will not work for the always-connected audience streaming online. Long redundant copy with a dramatic build, theatrical voice over and call to action designed for offline engagement is not your best choice. Anghami produced multiple audio ads for Mercedes-Benz to ensure serving the right ad to the right person at the right time, with vibrant music in the background. Audio craft was key in catching the audience off guard.
2 HYPER PERSONALISE, TARGET, AND CAPTURE THE TREND
We knew that the CLA audience is even more youthful than the A-Class’s, so we built a platform for each separately while working in tandem. Deeper insights add value beyond just tactical execution. For the C-Class, we focused on engaging the audience with a dynamic personalised mixtape maker creating more than 6,000 playlists, allowing us to increase their engagement time to 36min (with 20min being the benchmark for average time spent).
This very personal approach was coupled with a sponsorship of Anghami’s top trending playlist/market, making sure Mercedes-Benz sits on the charts. A mix between what’s trending and popular with what’s personal and niche is the recipe for standing out.
3 THINK CONSISTENT, CONTINUABLE AND CULTIVABLE
Develop your audio strategy before you think of the audio ad. While ad hoc audio campaigns are effective, developing a consistent and continuable approach doubles your effectiveness. With Mercedes-Benz, we curated a brand page on Anghami, a hub for all Mercedes-Benz content.
Throughout the period of the campaign, Mercedes-Benz used the page to communicate with the audience using the most memorable format: songs. With more than 8,000 followers, the brand cultivated a community that is most receptible for their messages, something we used later to optimise our audio, video and display ads.
4 SET THE RIGHT MEASUREMENT FRAMEWORK
Groundwork needs to be better developed for measurement in the digital audio sphere. For a very long time, we have been applying the same traditional measurement framework to digital audio,
which was not necessarily applicable (think viewability versus audibility, for example), nor did it unleash the full potential of audio. For Mercedes-Benz, we challenged our assumptions and questioned the possibility of attributing footfall using GPS. Digital audio falls into two models: “walled garden” platforms and open web, which harnesses the power of consented, logged-in data, an identity-based world along with the needed breadth. Ideally, the perfect combo. Our job is to connect the dots between customers, digital devices and data to deliver omnichannel experiences.
When challenged by the impact of the pandemic, are you going to choose ‘performance under pressure’, opting for traditional lead collection tools and hoping for the slightest increase in performance while
compromising on upper funnel metrics, or will you just yell “plot twist!”?