2 October 2018

Isobar leverages new Google ad tool for national Buick campaign

Isobar led Buick to be the first U.S. Automaker to utilize Google’s advertising beta tool, Director Mix in a comprehensive national campaign.
The campaign is comprised of more than 30 dynamic pre-roll ads born out of core creative, to capture in-market shoppers’ attention and turn that into action. Isobar’s sister agency in the Dentsu Aegis Network and global media agency, Carat, consulted and worked with Isobar on the project. The digital :15 second spots are now live on YouTube. Isobar was responsible for developing the audience strategy, content mapping and creative concepting in order to execute the campaign supporting the Regal Sportback, Regal GS and Regal TourX nameplates. The goal of the campaign is to reach specific in-market audience segments/shoppers with contextual custom video messaging that is catered to them and the content they are watching. The pre-roll ads reinforce key features and benefits of the three Regal nameplates and aim to be a vital factor in shopper conversion. “We’re honoured to have been able to lead GM and Buick on this journey to become the first-ever automaker that utilises this innovative tool to support the Regal family of vehicles,” said Claudio De Souza, Vice President, Isobar US. “We know that contextual creative drives higher engagement and can therefore lead to increased purchase intent. The opportunity to leverage a new technology to reach shoppers with targeted custom messaging that resonates and connects was not only exciting, but groundbreaking.” Google Director Mix allowed Isobar to create dynamic pre-roll ads at scale from a base creative without having to produce multiple video campaigns. Because of their ability to scale, these ads allow for a higher level of personalisation and engagement. “At Buick, we're always looking for new and innovative ways to engage our customers, which is why an opportunity to be the first ever automaker to leverage Director Mix for this brand initiative was so enticing to us,” said Sam Russell, Marketing Director, Buick. “We're excited to compare the results of this new media format to see where the future of this technology leads us and we look forward to continuing to innovate with Isobar.” Currently, as this is a first for the automotive industry, Director Mix is a test for the Regal Family nameplates.