Welcome to The Long View. In the inaugural issue, we're focusing on the Automotive category with a highlight on the traditional critical consumer and dealer period - "EOFY". We discuss the use of channel selection in the category and how these channels can be effectively utilised in the communications mix. The Long View has also done the hard work in curating some highlights of especially effective campaigns.

Use the icons below to help navigate through this comprehensive report.

A summary of key data from the latest VFACTS.

An in-depth look at an issue that has grabbed our attention in the news.

Insights from past oOh! briefs and campaigns.

Our thoughts on "deals" as a lever for EOFY.

A look at something inspirational in Out of Home from across the pond.

Our take on exciting things happening in the Automotive category.

How oOh! can help deliver results for your campaign.

Both January and February sales show the same trend, with sales growth YTD up vs 2020. This is not only contrary to 2020 pre-COVID, but also to the longer-term (pre-2020), with positive YoY sales in January and February.

Electric vehicle sales are experiencing the most growth YTD (+286 units YTD driven by SUVs) , but diesel sales are driving category growth (+7720 units YTD) with much higher volumes in all class of vehicle (particularly light commercial).

Electric volumes are still very low, and growth is likely slow due to the cost of EVs. Price was the #1 concern for Australian’s according to Deloittie’s 2021 Global Automotive Consumer Study.

Outside of commercial vehicles, it’s clear the volume growth correlates to models which cater for a price-sensitive market. This was a thread across all Passenger and SUV segment model classes, with noticeable standouts called out below.

These sales suggest it’s important to have something to stand for, whether that is price, quality or niche model.

Volume Growth YTD vs. 2020 - Standout Models

Source: VFACTS February 2021

The end of 2020 set up the Auto category in a good position heading into 2021. Research shows the priorities for Australians are a little closer to home now, staycations instead of overseas holidays, home improvements before renovations. New car purchases were pushed back and used cars as replacements were more prevalent in 2020. As Australians adapt to the new normal in 2021, there is a shift in consumer attitude across this seasonal sale period. This combined with reported manufacturing and supply challenges requires a strategic rethink of how to capture attention, connect with consumers and manage expectations through to conversion.

It's well known that there are different triggers for entering the car market; they can be life-stage or deal triggered. Interestingly this year with savings at an all time high and interest rates at an all time low we expect the reliance on usual life-stage triggers to be amplified as we head towards EOFY 2021 – which means the deal will be of even MORE importance.

A disruptive "always on" strategy is key to really make sure your auto brand stands out amongst all the clutter. Adopting a be everywhere strategy can be effective, as Strategist and Co-Founder of Hardhat Agency Dan Monheit explains:

“Global studies spanning thousands of users and dozens of categories have proven that simply turning up at the right time is enough to deflect more than 30% of preference away from a preferred, competitive brand. It might sound obvious, but the best ideas often are. Buyers can’t choose you if you're not there to be chosen."  

No matter your objectives during EOFY, it's more important to be visible throughout the day across multiple touchpoints.

Source: Car Sales, Harvard Business Review, Feb 2021

In each issue we'll spotlight something we find interesting in the trade press. You’ll see an Executive Summary, our take on it, and a link to the full article off platform.

Today, we focus on commentary around the changes to the buying cycle for Auto brands globally, and how the online experience is continuing to dominate the sale cycle. 

Originally published by The Conversation, May 2020. 

As dealers started to re-open globally in May/June 2020, some brands ramped up their online sales offering supported by dealerships to facilitate the sale. There are many positives for the consumer by shifting more purchases online, such as a smoother process and consistently higher service satisfaction, however in-person sales allow for more upgrades, and in most cases a better deal. It will be interesting to see if a centralised online sales platform will help an industry in flux. 

A centralised online platform for auto brands means they will need to influence decision making without people necessarily going to dealers at any point. Brands need to think beyond just building brand awareness in market to drive conversion. The need to drive consideration in new ways, getting in front of customers and driving them online to find out more about their brand has never been more important as it is critical to the new centralised sales path.

These changes provide an opportunity to think of how to engage customers differently, keep them engaged with your brand, and give them the positive experience through the full funnel.

High-dwell environments deliver moments of higher consideration. Fully animated screens in oOh! environments such as Retail, Café, Office and Venue offer an opportunity to intercept consumers throughout their week and land your EOFY message in an unexpected environment and cut through the noise.

We took a look at last year's briefs, executions, and messaging trends around EOFY. This analysis gives context to what your brand can do to stand out from the crowd, whether it be diversifying your OOH channel selection, timing, or including more static for 100% share of voice, or expanding catchment zones to beyond what is next to the dealers. We have also included some examples of what ran across oOh! in EOFY 2020.

of EOFY briefs from April through July 2020 targeted locations in proximity to dealers

of briefs wanted to reach regional Australians

of campaigns ran Roadside Billboards and Street in tandem

of EOFY briefs in 2020 were after mid-May to June 30 timing

• California Honda Dealers used OOH to increase dealership visits and sales from Hispanic community.

• Sites were informed by data, and not based on older planning techniques of proximity to dealership (or personal preference!).

• Classic sites delivering 100% SOV were critical to delivering higher frequency over the 6 month campaign period.

• Mobile re-targeting of exposed consumers drove campaign synergy across channels 

exposures led to

visitation rate

visited a dealership

from their home

increase in dealership visits

Econometric modelling from Analytic Partners advises adopting a category-buyer approach to identify the right locations that will maximise relevant 1+ reach and increasing ROI by +79% compared to campaigns planned by demographic. We have incorporated this planning principle into oOh! Smartreach, helping you to reach the right target audience as you plan your EOFY campaign and drive dealership visitation. 

Source: Dealer Marketing

There is value at looking at the insights from the past that can be applied in the present, but it's important to always have one eye looking to the future. For Auto, this is inclusive of things such as different types of mobility, Smart Cities, the EV evolution and so much more. Consumers are changing priorities and technology is shifting in such a way that the horizon is important to understand as much as possible. So let's take a look at what is coming and how it is relevant to you. 

• The world’s longest EV charging network in a single state (sponsored by RACQ) helps EV drivers explore Queensland easily with no fear of running out of charge, a common barrier to purchase.

• Charging stations are spaced at 100-200 KM intervals close to amenities and tourist attractions.

• Destinations and accommodation locations are installing slower chargers for longer visits and overnight charging, offering more consumer choice on charging locations.  

• The EV super highway is a fantastic development for QLD and Australia overall. Encouraging more ways to travel across the country means we can get new audiences across more locations
• We expect this to start new conversations that encourage further national infrastructure upgrades, in turn encouraging people who traditionally may not want to drive, get out on the roads (great for growth in the category).
• We’re keen to understand what key triggers you’ve uncovered for helping consumers switch to EV’s, and how are you using them in your strategy? Will your EOFY campaign reference EV’s to leverage the growth in purpose-driven purchasing? Have you developed any plans to leverage this Super Highway, either for QLD residents or interstate? 

• Mercedes-Benz now sells bikes (at a price point of $7.6k!)
• The 'Silver Arrows' name references the branding of the Season 6 Mercedes-Benz EQ Formula E Team race car celebrating the Team's first year in the electric racing series.  

• A very interesting alignment with the E Team race car – this type of association creates a new entry point for customers to the Mercedes brand.
• A product aimed at cyclists will require a different marketing strategy from Mercedes. Are there any consumer habits, or passions, which your target audience are into and have you developed plans to engage them via this passion? Can you incorporate passion points into your EOFY messaging to maintain relevancy while promoting priced discounts? 

• Target audiences for any trigger
• Increase targeting, efficiencies and reduce wastage

• Use a blend of classic and digital to own EOFY
• Increase consideration by using high-dwell channels

• True National scale (Metro & Regional) that allows us to be flexible and be where you need us

• More touchpoints per week than any other media channel, helping you to deflect your competitors in a variety of locations and contexts.
• Drives to Online - Seeing multiple Out of Home assets increases online search by 2.5x, helping capture those in the consideration phase

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