EDO’s Winter Sales Event Report 12/11: Luxury Automakers

As the year comes to a close, automakers have primarily shifted their national TV advertising to focus on their winter sales events. Sales event creatives began to appear in November and continued to debut after Black Friday. Given December has the highest sales volume of the year for autos and sees some of the highest TV ad spending, there is no time to waste to maximize your campaign’s efficacy with just a few weeks left to hit 2020 sales targets.

This report contains brand and campaign-level performance data for luxury automakers’ Winter Sales Event advertising on national TV since November 26, 2020. The color-coding in the table below shows how campaigns are performing compared to the industry average.

EDO can help you make live creative rotation optimizations for your brand to drive more consumer engagement during this critical sales period.

WSE Campaign Overview

  • Lexus has generated the highest level of Total SEV for its WSE campaign with sizable increases YoY. The brand increased impressions by nearly 250%, but Total SEV only rose by 147% YoY.

  • Lincoln drove close to the same Total SEV as Lexus, using 300+M fewer impressions. 

  • Jaguar and Cadillac have been very effective at driving Search Engagement with their sales event campaigns on a per-person, per-second basis, as indicated by SER color-coding above. 

  • Audi has increased its investment in impressions by 87% YoY, successfully contributing to a similar increase in SEV for its WSE campaign. 

Creative Performance

  • Lexus has run the most robust WSE campaign so far, both in terms of total impressions and number of spots for its 2020 December to Remember Sales Event. There are currently twelve active variations of Driveway Moments, with Driveway Moments (RX 350 Offer) :15 receiving the most airings to date. 

  • The Land Rover 2020 Season of Adventure Sales Event campaign stars Olympic skiers Bryce Bennet, David Wise, and Mikaela Shiffrin. A viewer of the spot featuring Bennet and Wise has been 15% more likely to engage online with Land Rover than the 0.9% APR spot featuring Shiffrin.

  • Mercedes-Benz has seen a similar difference in performance between two of its spots within the 2021 Winter Sales Event – someone who viewed top-performer Truck Toy has been 17% more likely to engage online with Mercedes-Benz than someone who saw Glow Bright (GLC 300 SUV Lease).

WSE Creative Tracker

Acura

2020 Season of Performance SE (RDX Offer) :15
119 SER, 31.6M Impressions, 100 Airings
2020 Season of Performance SE (MDX Offer) :15
112 SER, 33.9M Impressions, 107 Airings
2020 Season of Performance SE – Break the Silence (TLX Offer) :30
91 SER, 45,3M Impressions, 11 Airings

Alfa Romeo

2020 Season of Speed SE – Stelvio and Giulia: Crave Control (Giulia Ti Offer)
1.1M Impressions, 11 Airings

Audi

2020 Season of Audi SE – The Neighbors (Q3 Offer)
103 SER, 123.9M Impressions, 254 Airings
2020 Season of Audi SE – Architect
103 SER, 337.4M Impressions, 501 Airings
2020 Season of Audi SE – The Neighbors (Q5 Offer) :15
33 SER, 44.1M Impressions, 20 Airings

BMW

2020 Road Home SE – Light Your Way Home (Offer)
102 SER, 184.3M Impressions, 309 Airings
2020 Road Home SE – Celebrate The Journey Home (Offer)
97 SER, 146.8M Impressions, 299 Airings

Cadillac

2020 Season’s Best SE – Warm Glow (Offer)
290.8M Impressions, 536 Airings

Jaguar

2020 Unwrap a Jaguar SE – Julia & Aaron (F-PACE Offer)
277.8M Impressions, 868 Airings

Land Rover

2020 Season of Adventure SE – Bryce Bennett and David Wise (Range Rover Velar Offer)
108 SER, 173.7M Impressions, 486 Airings
2020 Season of Adventure SE – Mikaela Shiffrin (Range Rover Sport 0.9% APR Offer)
94 SER, 175.3M Impressions, 466 Airings
2020 Season of Adventure SE – Mikaela Shiffrin (Range Rover Sport 0% APR Offer)
93 SER, 14.5M Impressions, 56 Airings

Lexus

2020 December to Remember SE – Driveway Moments (Happy Birthday) II :15
117 SER, 16.5M Impressions, 51 Airings
2020 December to Remember SE – Driveway Moments (NX 300 Offer) :15
112 SER, 178.9M Impressions, 496 Airings
2020 December to Remember SE – Driveway Moments (IS 300 Offer) :15
108 SER, 185.5M Impressions, 497 Airings
2020 December to Remember SE – Driveway Moments (0% APR Offer) :15
106 SER, 186.2M Impressions, 497 Airings
2020 December to Remember SE – Driveway Moments (Happy Birthday) :30
100 SER, 64.5M Impressions, 125 Airings
2020 December to Remember SE – Driveway Moments (RX 350 Offer) :15
97 SER, 198.0M Impressions, 510 Airings
2020 December to Remember SE – Driveway Moments (Grad) II :15
88 SER, 19.6M Impressions, 66 Airings
2020 December to Remember SE – Driveway Moments (Grad) :30
85 SER, 62.3M Impressions, 134 Airings
2020 December to Remember SE – Driveway Moments (Happy Birthday) II :30
85 SER, 53.3M Impressions, 128 Airings
2020 December to Remember SE – Driveway Moments (Happy Birthday) :15
82 SER, 23.7M Impressions, 59 Airings
2020 December to Remember SE – Driveway Moments (Grad) :15
80 SER, 27.6M Impressions, 74 Airings
2020 December to Remember SE – Driveway Moments (Grad) II :30
80 SER, 60.1M Impressions, 134 Airings

Lincoln

2020 Wish List SE – Holiday Mayhem (Offer)
809.1M Impressions, 897 Airings

Mercedes-Benz

2021 Winter SE – Truck Toy (GLA 250 SUV Lease)
110 SER, 188.9M Impressions, 262 Airings
2021 Winter SE – Glow Bright (GLC 300 SUV Lease)
94 SER, 191.0M Impressions, 222 Airings
2021 Winter SE – Glow Bright (GLC 300 SUV Lease + APR)
49 SER, 6.2M Impressions, 23 Airings

 

For each advertiser, SER Index is benchmarked separately so that the average SER Index across all airings represented for the advertiser is 100.