smrtr (formerly Greater Data) wanted to drive awareness and lead generation for its new data product – Green Light Automotive Intelligence.
Compared to other industries, Australia’s automotive industry was incredibly data poor in its approach to audience insight. Coupled with the fact that the industry was facing its toughest trading conditions in nearly a decade, this created a unique opportunity for Lighthouse to develop an integrated marketing campaign to change the paradigm of how cars are manufactured and marketed in Australia.
Over a five-month period, Lighthouse packaged industry insights into a series of marketing assets to entice target customers to learn more about the data and Green Light. Lighthouse delivered an end-to-end branding and integrated marketing campaign across owned, earnt and paid channels. This was further supported with event, sales and marketing collateral including industry reports, website and presentations.
Lighthouse delivered more than 150 qualified leads to smrtr to nurture. The activity also positioned Green Light Automotive Intelligence as the premier automotive data product in Australia. The brand is in negotiation with most major automotive manufactures in Australia as well as major networks such as Channel Ten to leverage the data.
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