About the Client

Park+, a super app for car owners, is a leading consumer app brand started with an on-the-go parking service and later diversified to include services like FasTag recharge, car wash, challan and other car related services, in alignment with its mission of ‘simplifying the process of owning a car.’

The Challenge:

Considering only 7.5% of Indian households own a car, Park+, a superapp for car owners, was up against an uphill task ahead of it:

• Identifying an audience that had never been explored before by the brand
• Testing the waters with its new communication ft. Get 100L Fuel Free!

The Objective:

The objective was clear, to build awareness for Park+ amongst an audience that is not only affluent but also based out in strategic geographies that would eventually increase influx of potential users down the funnel.

The Strategy:

Arriving at the audience, was of utmost importance and we further broke down the approach in two parts:
-Identifying the right geos: To arrive at the right geos, we put in use an outside in approach. We first looked at the toll volume data of each state, then looked at the performance campaign data to analyze impressions of those state and subsequent cities, and finally, arrived at the cities (tier 1 & 2) falling in between those tolls
-Identifying the right audience signals: It was imperative to reach an audience that reflected a higher propensity to reach to/engage with the brand communication. Hence, a pilot campaign was initiated on three different experimental cohorts. Our three cohorts consisted of Custom intent audience, which was crafted using the brand, category and competitor keywords, iPhone Users, and Connected TV users; for the latter two, the campaign was run open ended-ly while applying the specific device-level filters.
After running the pilot campaigns for almost a week, we arrived at our final audience for the campaign: an affinity audience of bargain hunters with a layering of high end devices.

In essence ETML’s strategy:
Right Audience Signals + Right Geos = Influx of the most quality audience into the funnel

The Execution:

After arriving at the correct audience, a suitable mix of inventory was also decided upon to move forward with in order to extract maximum value (in this case, the most appropriate newer audience) out of the branding campaign.

Non Skippable Ads were deployed initially, followed by Bumper Ads as an inventory, in order to achieve efficient results while keeping the CPM on a lower end, as well as reaching the maximum relevant audience cohort. To further the relevancy of the audience so designed, filters on HHI were also put in place- top 30% Household Income.

Brand Lift Study (BLS) was initiated in order to analyze and understand the positive impact of the campaign on the brand in real time. The budget was carefully allocated to the Pilot Campaign as well as the various inventories so that the branding efforts translate into significant positive results.