1. Suzuki Race Fans Stay Up to Date
with Dynamic Ads
As one of the leading motor racing teams in the US, Team Suzuki is accustomed to speed.
While Suzuki dominates on the track, its agency of record, Questus, races each week
to update the team’s ads with fresh race data. Until recently, making any changes took
hours and required a cumbersome process using Microsoft’s Atlas and an XML solution.
Since then, Questus switched to Eyeblaster and is using its Smart Versioning solution to
create, serve and measure all dynamic content and ads for Suzuki motorcycle and ATV
race teams. Suzuki has strengthened the brand’s bond with race fans by establishing its
advertising as a relevant and up-to-date source of race information.
Campaign ID
Advertiser: Suzuki
Agency: Questus
Campaign: Motor Race Win
Eyeblaster Solution: Smart Versioning
Smart Versioning enables the creation of ads that contain dynamic elements, such as text,
images, and videos that can later on be used to quickly update the ad's content.
Goals
» Inform Suzuki fans of weekly race winners through frequent updates made directly within
Suzuki’s motor racing online banner ads.
» Deliver fresh and relevant content to motor sports fans.
» Reduce the time it takes to update and deliver dynamic content to Suzuki race fans.
Strategy
» Simplify the operational process associated with making dynamic updates to online ads.
» Develop creative that enables dynamic updates to easily be made each week.
» Adopt advanced tools that increase accuracy and efficiency within Questus.
Tactics
» Leverage Smart Versioning to improve the process of making live updates.
» Implement dynamic text fields within creative.
» Make weekly changes to text to reflect the most recent Suzuki motor race winner.
» Manage all dynamic content under one unified reporting and campaign management platform.
© 2010 Eyeblaster Inc. All rights reserved l www.eyeblaster.com l Email: info@eyeblaster.com
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2. Results
» The new process of dynamic updates increased efficiency by 30% compared to the XML solution with Atlas.
» With Smart Versioning, weekly updates were made in minutes as compared to hours.
» More than 75 changes were made to a single piece of creative throughout the 2009 Suzuki race season.
Suzuki has strengthened the brand’s bond with race fans by establishing its advertising as a
relevant and up-to-date source of race information.
“Time is money and multiple ad variations used to take hours to produce.
With Smart Versioning, it now takes minutes, which means Suzuki can
reach its customers with even fresher, more relevant content than before.”
Keyvan Hajiani, Sr. Account Director at Questus.
© 2010 Eyeblaster Inc. All rights reserved l www.eyeblaster.com l Email: info@eyeblaster.com
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