Suzuki Pakistan had done little work to create brand equity. It required the agency to target Ramzan and create a strong message of helping others throughout the year, not just during the month of blessings.
High Ad Recall of 6.4%.
For this campaign, we took a bird’s eye view of the cultural behavior in busy metropolitan cities of Pakistan. One key behavior we observe daily but which aggravates in Ramadan is Road Rage. Road Rage is a serious problem, in a month where patience and tolerance is deeply emphasized.
Facebook has a broader audience base for Ramadan/Eid content consumption, an audience that is also cost effective. Facebook has specialized Ramadan audience clusters which allowed us to precisely reach the audience we want. A thru-play optimized campaigns also guaranteed us at least 15 sec views which makes video campaigns on Facebook more effective. We achieved over 760k 3 sec video views and over 280k 15 sec video views. Our cost per result went as low as $0.005, reaching to over 2 million people and serving 4.7 million impressions in the process.