We aggregated live CarSales data, cross-checking vehicle stats with our database of official factory figures for competitor vehicles. With a new listing uploaded every 60 seconds, came a new opportunity to serve a hyper-targeted banner. Once the official figures were verified and our database confirmed that the Trackhawk came out on top – we served a relevant banner ad to the listing, comparing that supercar’s figures directly to the Trackhawk. Over 1.4 million placements were served, spanning thousands of competitor listings. As the campaign progressed we interpreted data to identify Trackhawk’s true competitors in the eyes of the target market.

Given the Trackhawk is a limited release vehicle – and the lack of Jeep’s performance heritage – we had almost zero awareness. Not to mention a limited budget of just $100k. Globally, Jeep had not created any assets to work with. What’s more, given the niche audience, our response needed to be targeted to relevant intenders, rather than general awareness. Our objectives were to put Trackhawk on the performance car shopping list, drive enquiries and test drive bookings. With Trackhawk’s high performance capable of beating not only SUVs but the world’s greatest supercars, we saw an opportunity to prove it – live, using the country’s biggest online car marketplace.

The Jeep Trackhawk is the world’s most powerful V8 SUV. It’s so powerful, that its closest competitors aren’t SUV’s at all – they’re legendary supercars. To demonstrate this surprising fact to car lovers, we hijacked the online car listings of the world’s fastest cars, pitting their official factory stats against the Trackhawk. Our programmatic banner campaign turned thousands of our competitors’ ads into live performance tests, proving the Trackhawk’s racing credentials to petrolheads at the exact moment they were looking to purchase. Every ad for a competitor became an ad for the Trackhawk.

We aggregated live CarSales data, cross-checking vehicle stats with our database of official factory figures for competitor vehicles. With a new listing uploaded every 60 seconds, came a new opportunity to serve a hyper-targeted banner. Once the official figures were verified and our database confirmed that the Trackhawk came out on top – we served a relevant banner ad to the listing, comparing that supercar’s figures directly to the Trackhawk. Over 1.4 million placements were served, spanning thousands of competitor listings. As the campaign progressed we interpreted data to identify Trackhawk’s true competitors in the eyes of the target market. This enabled us to shift our media spend accordingly, resulting in even higher click-through rates, that initially started at four times the industry average and grew to six times, ultimately we more than doubled vehicle sales, during a lull in the Australian market.

With the average browser time spent on Carsales being 6 minutes and 16 seconds, we were able to continually retarget users based on searching a multitude of performance car listings. Whatever competitor car they searched, we served yet another programmatic banner which cross-checked the stats of that vehicle with our database of official factory figures. The banners displayed stats not only on the search page of competitors’ listings, but individual vehicle listings. Every ad for a competitor vehicle became an ad for the Trackhawk.

The ‘Trackhawk High-performance Banners’ campaign lived up to its name – it is the highest-performing targeted digital campaign in Fiat Chrysler Australia’s history. We served over 1.4 million programmatic banners. The click-through rate was an impressive 526% higher than average. Google searches for the Trackhawk doubled over the campaign period. Most importantly, sales more than doubled, during a drop in consumer confidence and a nationwide lull in auto sales. With this being the only campaign in market, Trackhawk bucked the trend.