Driving is more than just an activity, it also has a lot to do with the way people feel. In fact 70% of Anghami users who drive care about how they feel when they are driving. With this in mind, we wanted to create a strategy that touched on their natural preferences on Anghami – listening to music.
What was the challenge?
The brand wanted to offer users a soothing driving experience through music, while also using the different target audiences on the platform to promote different car models, at specific times throughout the day . End goal was to build a higher affinity with the brand, while redirecting people to the showroom for test drives and car purchase.
Audio ads were also tailored accordingly to provide the brand with a consistent tone of voice.
We had multiple touchpoints on Anghami. We created a Brand Page, which acted as a hub for Mercedes sounds. Within these we placed playlists specifically curated for people driving; for example, Smooth Driving by Mercedes.
We complemented this content association approach with a strong media strategy on Anghami, using audio ads to really bring to life the sound of the car. Looking at our data and audience psychographics we created audience segments that fit each car model. Audio ads were also tailored accordingly to provide the brand with a consistent tone of voice.
We were able to drive around 200 anghami users to the Mercedes showrooms in Saudi Arabia for less than $250/visit, thus driving an incremental visit uplift of +15%.
Reach, Content, Data & Tech. With anghami’s scale across the region Mercedes Benz was able to offer users a scalable sound experience. Using our depth of data, better targeting on audio ads resonated great with users resulting in
+29% on Awareness,
125% on Ad Recall, and
+16% on consideration.
Using our tech infrastructure and the resources from the Data team of our sales partners Choueiri Group, along with 2 different 3rd party vendors, we used our location Data to map out our 1st footfall-tracking model to help validate the campaign’s direct results. We were able to drive around 200 anghami users to the Mercedes showrooms in Saudi Arabia for less than $250/visit, thus driving an incremental visit uplift of +15%.
