Brand owner: Volkswagen Group
Lead agency: Wunderman Switzerland, MediaCom Switzerland
Industries: Automakers & marques
Media channels: Online display, Programmatic display
Budget: 500k - 1 million
In a digital world, individual communication towards customers is more important than ever. The central objectives of this campaign were to standardise the digital presence of all dealers and generate more traffic on the dealer websites.
Through a unique combination of dynamic ads, geo-targeting, model-specific remarketing and programmatic buying, users could be addressed individually and according to their needs.
The use of a dynamic engine in conjunction with the latest programmatic advertising platforms made it possible to assemble and deliver highly personalised messages with individualised images at the right time, in the right place, to the right person in less than a second. This allowed users to be accompanied along their customer journey from the car dealer's website, through the configured model, to a test drive conclusion.