The TV spot for Barclays' online shopping mall, Indigo Square,
isn't the first commercial to attempt a funny pay-off playing on our
worst e-commerce nightmares. Yes - the one with all those
Funny. But perhaps, in the long run, not that funny. It's now widely
recognised that the biggest barrier to growth in e-commerce is the
widespread fear that it could go horribly wrong. In hindsight it was
perhaps spookily prescient of Vauxhall to beat Barclays to the punchline
by several months.
Remember the one with the boffin-bearded Griff Rhys-Jones doing a
double-take as a car transporter full of Vauxhall product turns up at
his front door?
That, you could argue, was tempting fate in all sorts of ways. Because
the web certainly isn't shifting transporters full of cars. Last week it
emerged that the online car retailer Direct Line's jamjar.com has spent
pounds 10 million in advertising to stimulate an awesome total of 500
car sales a month. Let's spell that out. Five hundred.
What happened to the theory that the web was going to be a vigorous
battleground for car companies? It was expected that the automotive
sector was going to ride to the rescue of the online advertising medium
this year. It was going to be at the forefront of using online ads not
just from a narrow return on investment perspective, but as a branding
Last year, some of the most innovative online advertising initiatives
came from car companies. Volvo launched its S60 model with a marketing
campaign that was wholly online. BMW's superstitial work for the 5
Series was one of the classiest examples of rich-media advertising to
appear on the internet so far. But must we now admit that the web isn't
a car-friendly marketing environment?
Well, not exactly. Last week, BMW launched a new online campaign, this
time for the M3 model, and it will be just as whizzy as last year's
campaign. The Bavarian car-maker, at least, has not been put off the web
- in fact, it's placing an even greater share of its budget online this
Is this wise? Tellingly, the work is not necessarily targeted at those
on the verge of buying a car. It's a continuation of BMW's approach to
offline advertising, with brand-building the primary goal. From a
creative point of view, the web is ideal for reinforcing the message
that BMW stands for technical excellence - the executions are certainly
'Click-through isn't unimportant to us,' Russell Place, the head of
communications planning at WCRS, states. 'But we're certainly not
obsessed with it. It's merely a guide. The primary objective is brand
So is the BMW model the one to follow this year? Is click-through
becoming a secondary consideration? Not quite, argues Louisa Moya, an
account director at the new-media agency Good Technology, which has
counted Audi among its clients for years. 'It's clear that a huge number
of people considering buying a car will go to the web and do some
research before they even consider going to a dealer,' she says. 'And
leads coming from the internet will be more qualified - you'll know
things like who they are, what car they are driving currently and what
car they are interested in buying. Tracking shows that online ads work
well in attracting people on to the site and advertisers such as Audi
promote the website in everything they do. If you develop your site as a
strong brand experience too, it works really well.'
Barry Cree, the director of strategy at Zenith Interactive Solutions,
says it all depends on your goals. The Griff Rhys Jones click-to-buy
scenario was always going to be a long shot. But the direct response
model still applies - not in terms of shifting product there and then
but for tempting people into the showroom.
'Buying a car is a big process and online can have a big part to play in
some stages of that process. Showrooms are alien places. They are
hard-sell environments yet the salespeople are often poorly informed
about all the options. So you can use the web to weigh up the options
and look at specifications. Then you can touch and feel at the showroom
and then you might want to look at the best price on the web again,'
So could the click-to-buy model still have life in it? Yes, Cree says:
'At that final stage, when you know exactly what you want and you're
looking at prices, if there was a mechanism for you to buy directly, you
might want to do it that way.'