The Belgian automotive market has grown by 6% in 2019, showing that consumers are keen to become car owners or upgrade their car models. With plants and dealerships for big names such as Volkswagen, Audi or Volvo, the market is becoming a competitive space.
In the race to gain consumers’ attention during the crucial period of January, Volkswagen Import wanted to complement its mass media advertising strategy by leveraging mobile activations to drive more visits to dealerships. Volkswagen partnered with S4M for the Brussels Motor Show 2020 to increase their visibility and promote their four bestselling car models – Golf, Polo, T-Roc, and Tiguan – to drive more customers to dealerships.
This advertising campaign targeted car lovers in general, and those aficionados who were present at the Brussels Motor Show more specifically. S4M first implemented their media activations to drive interest for Volkswagen and their four car models while the Brussels Motor Show was taking place. To do so, we delivered media creatives to both people who were present at the show and those who were within a specific walking or driving distance of a Volkswagen dealership. Our activations didn’t stop once the show was over and S4M used another set of creatives to retarget the same audience with an updated messaging for a second advertising wave.
Our strategy consisted of delivering ads for Volkswagen’s four bestselling car models within a specific radius around the brand’s dealerships across Belgium. By retargeting the user IDs of the people who attended the Motor Show beforehand and had opted-in, we leveraged the event’s momentum to double down on the messaging and reach those consumers who were most likely to convert to a dealership visit.
S4M combined a mix of animated MPU, banner, and interstitial formats to give Volkswagen more reach, allowing them to optimize towards the best return on ad spend while diversifying their ad activations. Throughout the campaign, we combined our geotargeting tools and Fusio, our proprietary drive-to-store platform, to leverage users’ real-time location to deliver a live map showing walking or driving directions to their nearest dealership. Since we don’t believe in marking our own homework, we leveraged third party visitation data from independent partner Adsquare to measure visits to Volkswagen showrooms. These results were integrated into our platform to optimize the campaign in real time towards more physical dealership visits.
Volkswagen’s drive-to-store campaign generated meaningful business results. With over 700,000 impressions fully rendered in brand-safe environments, the campaign led to a +2% visitation uplift as a result of our media activations and an impressive 44% conversion rate.
When it comes to visit distribution, Saturday was the best performing day by far with 35% of total dealerships visits, and 19% of visits were registered at 3PM throughout the week.
Overall, the Golf car model brought in the most potential buyers, representing 37% of all dealership visits.