Cannes Lions
PHD GERMANY, Frankfurt / CUPRA / 2024
Overview
Entries
Credits
Background
In the automotive industry, manufacturers like CUPRA grapple with prolonged vehicle delivery times, resulting in customer frustration.
Accelerating the sale of current inventory at CUPRA dealerships is crucial to avoiding delays in new orders.
While the traditional purchasing process spans 6 to 13 weeks, digital touchpoints play a significant role in the decision-making process. Potential customers utilize various means, from configuring online, searching for dealers, visiting websites, to the final purchase, creating multiple opportunities for interaction with manufacturers
In the exciting world of car shopping, frustration also sets in when customers spot their dream model in an ad, only to find it's nowhere to be seen at their local dealership.
It's a gap waiting to be bridged, a challenge no automaker has dared to tackle head-on โ until now.
Our goal: Target ads for locally available models, boost on-site visits and ultimately increase sales at local CUPRA dealerships!
Idea
๐๐๐๐๐๐๐ ๐๐๐ ๐๐๐: ๐๐๐๐๐๐๐ ๐๐๐ ๐๐๐๐ ๐๐๐๐๐๐๐๐๐
We discovered that while digital channels influence decisions, many still prefer the tactile experience of visiting local dealerships. Recent statistics reveal an average of 1.8 visits before making a car purchase.
๐๐ง ๐ ๐ง๐ฎ๐ญ๐ฌ๐ก๐๐ฅ๐ฅ:
Potential car buyers inform themselves online and buy on-site โ but do not always find the desired model at the dealership around the corner that they may have seen in ads.
๐๐ข๐๐ญ๐ฎ๐ซ๐ ๐ญ๐ก๐ข๐ฌ:
We're revolutionizing car shopping with CUPRA's ingenious campaign.
By syncing local dealer data with our central ๐๐๐๐๐ ๐ฌ๐ญ๐จ๐๐ค ๐ฅ๐จ๐๐๐ญ๐จ๐ซ ๐ญ๐จ๐จ๐ฅ, we're unleashing a tidal wave of dynamic ads via Meta's ๐๐ฎ๐ญ๐จ๐ฆ๐จ๐ญ๐ข๐ฏ๐ ๐๐ง๐ฏ๐๐ง๐ญ๐จ๐ซ๐ฒ ๐๐๐ฌ (AIA). Real-time updates ensure you're always in the know about available vehicles.
Plus, we're breaking new ground with Google Ads' AI-powered ๐๐๐ซ๐๐จ๐ซ๐ฆ๐๐ง๐๐ ๐๐๐ฑ (PMAX), crafting personalized ads, including local dealer contact data, across Search, YouTube, Gmail, and Maps.
A game-changer in automotive advertising.
Strategy
๐๐๐๐๐๐๐๐๐๐ ๐ ๐๐ ๐๐๐๐๐๐๐ ๐๐๐๐๐๐
The strategy was to optimize cost-effectiveness by utilizing current resources and offering a wide range of ad variations.
๐๐ ๐๐๐ก๐ข๐๐ฏ๐๐ ๐ญ๐ก๐ข๐ฌ ๐๐ฒ ๐ฉ๐จ๐จ๐ฅ๐ข๐ง๐ ๐๐๐ญ๐ ๐๐ซ๐จ๐ฆ ๐๐๐+ ๐ฅ๐จ๐๐๐ฅ ๐ซ๐๐ญ๐๐ข๐ฅ๐๐ซ๐ฌ ๐ฐ๐ข๐ญ๐ก ๐๐๐๐๐ ๐๐ฌ๐ฌ๐๐ญ๐ฌ, ๐๐๐ญ๐'๐ฌ ๐๐๐, ๐๐ง๐ ๐๐จ๐จ๐ ๐ฅ๐'๐ฌ ๐๐๐๐ ๐ญ๐จ ๐ ๐๐ง๐๐ซ๐๐ญ๐ ๐ ๐ฆ๐ฎ๐ฅ๐ญ๐ข๐ญ๐ฎ๐๐ ๐จ๐ ๐๐ ๐ฏ๐๐ซ๐ข๐๐ญ๐ข๐จ๐ง๐ฌ.
Our communications strategy hinged on the seamless integration of Google's algorithm, allowing CUPRA ads to be automatically generated and adeptly adapted to various formats.
This not only optimized campaign performance but also delivered significant value to CUPRA dealers.
Through this approach, all dealers could establish a comprehensive presence across diverse platforms, effectively promoting their brand, products, and specific local information, such as location and operating hours.
Meta utilized the AIA catalog data for dynamic advertisements, tailoring them individually and automatically to each user's interests and browsing behavior.
Our tailored approach ensures users see the perfect vehicles based on their preferences.
Execution
๐๐๐๐๐'๐ ๐๐๐๐๐๐๐ ๐๐๐ ๐๐๐ ๐๐๐ ๐๐๐๐๐๐๐
Our approach involved leveraging Meta's AIA on Facebook and Instagram, where local dealers contributed data to the central CUPRA stock locator tool, ensuring real-time information on available vehicles.
Simultaneously, we employed Google Ads' innovative PMAX format, surpassing traditional keyword based advertising. Utilizing user signals, the PMAX format effectively segmented audiences based on purchasing preferences, delivering personalized carousel ads at optimal times through relevant channels.
To optimize AIA, we meticulously crafted a data feed ensuring precise car details. Dealers actively maintained comprehensive vehicle data, including dealer information like names, addresses, and contacts. This feed, linked directly to Meta via API, is updated daily for accuracy.
๐๐ง ๐ฌ๐ฎ๐ฆ๐ฆ๐๐ซ๐ฒ, ๐ญ๐ก๐ ๐๐๐๐๐ ๐๐ญ๐จ๐๐ค ๐๐จ๐๐๐ญ๐จ๐ซ ๐๐จ๐จ๐ฅ ๐จ๐๐๐๐ซ๐ฌ ๐ฎ๐ฉ๐๐๐ญ๐๐ฌ ๐จ๐ง ๐ฏ๐๐ก๐ข๐๐ฅ๐ ๐๐ฏ๐๐ข๐ฅ๐๐๐ข๐ฅ๐ข๐ญ๐ฒ, ๐ฌ๐๐๐ฆ๐ฅ๐๐ฌ๐ฌ๐ฅ๐ฒ ๐ข๐ง๐ญ๐๐ ๐ซ๐๐ญ๐ข๐ง๐ ๐ข๐ง๐ญ๐จ ๐๐๐๐ & ๐๐๐ ๐๐๐ฆ๐ฉ๐๐ข๐ ๐ง๐ฌ, ๐๐จ๐จ๐ฌ๐ญ๐ข๐ง๐ ๐๐๐๐ฅ๐๐ซ๐ฌ๐ก๐ข๐ฉ ๐ซ๐๐ฅ๐๐ฏ๐๐ง๐๐ ๐๐ง๐ ๐๐ง๐ ๐๐ ๐๐ฆ๐๐ง๐ญ.
Outcome
๐๐๐๐ & ๐๐๐ ๐๐๐๐๐๐๐ ๐๐๐๐๐ ๐ ๐๐ ๐๐๐๐๐
Sales skyrocketed by 85% year over year, with CUPRA's dealer inquiries nearly doubling (+93.75%). The dynamic duo of Performance Max and Automotive Inventory Ads unleashed a tidal wave of 500k website visits and 50k dealer inquiries, a tenfold increase.
Additionally, clicks on location listings reached 165k, route planners 15k, and direct calls over 2k, showcasing the campaign's broad impact.
Engaging over 1 million people, our data-driven ads delivered remarkable conversions.
๐๐๐ฒ ๐๐๐ฌ๐ฎ๐ฅ๐ญ๐ฌ:
โข Conversion rate surged by +10pp.
โข Conversion rate for opened request forms skyrocketed by +361.48pp.
โข Conversion rate for sent dealer requests (submitted forms) surged by +93.75pp.
And the cherry on top?
A whopping 89% decrease in cost per visit and a 95% reduction in overall costs, making every Euro count.
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