In an effort to support the launch the 2014 Dodge Durango, we set out to create an interactive teaser site that would give people a peek at the features of the vehicle while driving them to sign up for more updates. The site needed to be both informative and entertaining, with its own unique look and feel while still leveraging up to the overall Dodge brand standards.
The site itself told the story of Durango's rugged yet refined personality and used a mix of photography and CGI to paint the full picture. Users could scroll through key highlights of the exterior, interior, performance, and safety, and even interact with various features along the way. The site was designed to provide a smooth, parallax experience that surprised and delighted users as they discovered the various innovative features along the way.
One of the main challenges was the timing of the launch. The launch coincided with the live reveal of the vehicle at the 2014 New York International Auto Show, and actually streamed that reveal live as the Durango took the stage. But even more challenging than launching on time was the goal of setting the right messaging tone. The reveal site is launched six months before our partner agency launches any Tier 1 advertising messaging, so we had to set the tone of the campaign through the launch site alone – without any set strategy or approved marketing direction. We settled on the idea that Durango has a dual personality. It's both rugged and refined, playing off the fact that it is a fully capable SUV with surprisingly sophisticated modern technology and design. And the entire experience plays to both sides of that story.
The analytics were very promising after just one week being live. The 2014 Durango site had more than double the page visits during the first week compared to the 2013 site. Bounce rate has improved for 2014 week over week from 14% to 8%. And page visits are spread fairly evenly amongst the 5 content sections, compared to 2013 in which page visit share varies by section. This means that people are exploring the entire site, learning about all of the latest features of the vehicle and not dropping off after visiting the first section. The client was concerned about the buzz of the 2014 Durango stealing sales from 2013, so all of these impressive performance numbers were attained without any paid or social media driving to the site.