Case Study
E-Z-GO
Learn how high impact rich media drove web traffic and consideration for E-Z-GO golf carts
Life in the Driver's Seat
The Objective
E-Z-GO set out to launch a new brand campaign to increase top-of-mind awareness and consideration for the E-Z-GO lineup of golf carts. The campaign’s objective were to (1) increase top of mind brand awareness and perception of E-Z-GO, measured by reach and impressions, and (2) drive consideration through increased website traffic, measured by click-through-rate
The Solution
To connect with our key audiences, Barkley developed a strategy of leveraging media to sell the lifestyle that comes along with owning an E-Z-GO golf cart.
A slide-to-reveal unit was developed that featured both a variety of E-Z-GO golf carts in tandem with key lifestyle scenes. One screen featured the golf cart with interactive hotspots that allowed consumers to learn more about the key features of the vehicle. The other screen showcased the vehicle in situation to allow consumers to see themselves at the golf course or cruising the neighborhood trails in their new E-Z-GO golf cart. An interactive sliding functionality allowed the target audience to slide between the two screens, continuously flipping back and forth between the product hot spots and a new in situ scene.
We targeted these audiences across the web on contextual sites that appealed to their hobbies (golf, swimming, etc), and paralleled the lifestyle an E-Z-GO golf cart would give them (elevated lifestyle sites).
The Results
In total, we reached over 17 million people for an average of 17 seconds (1.4x the benchmark of 12 seconds), checking the box on top of mind brand awareness. Taking it a step further, the campaign saw an engagement rate 1.6x the benchmark, with a click-through-rate 1.7x the benchmark, driving consideration and website traffic.
Time Spent Benchmark
Clicks to Site Benchmark
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