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 — until now.

Our goal: Target ads for locally available models, boost on-site visits and ultimately increase sales at local CUPRA dealerships!

𝐂𝐋𝐎𝐒𝐈𝐍𝐆 𝐓𝐇𝐄 𝐆𝐀𝐏: 𝐂𝐎𝐍𝐍𝐄𝐂𝐓 𝐀𝐃𝐒 𝐖𝐈𝐓𝐇 𝐈𝐍𝐕𝐄𝐍𝐓𝐎𝐑𝐘

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.

𝐈𝐧 𝐚 𝐧𝐮𝐭𝐬𝐡𝐞𝐥𝐥:

Potential car buyers inform themselves online and buy on-site – but do not always find the desired model at the dealership around the corner that they may have seen in ads.

𝐏𝐢𝐜𝐭𝐮𝐫𝐞 𝐭𝐡𝐢𝐬:

We're revolutionizing car shopping with CUPRA's ingenious campaign.

By syncing local dealer data with our central 𝐂𝐔𝐏𝐑𝐀 𝐬𝐭𝐨𝐜𝐤 𝐥𝐨𝐜𝐚𝐭𝐨𝐫 𝐭𝐨𝐨𝐥, we're unleashing a tidal wave of dynamic ads via Meta's 𝐀𝐮𝐭𝐨𝐦𝐨𝐭𝐢𝐯𝐞 𝐈𝐧𝐯𝐞𝐧𝐭𝐨𝐫𝐲 𝐀𝐝𝐬 (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 𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐌𝐚𝐱 (PMAX), crafting personalized ads, including local dealer contact data, across Search, YouTube, Gmail, and Maps.

A game-changer in automotive advertising.

𝐂𝐔𝐒𝐓𝐎𝐌𝐈𝐙𝐄𝐃 𝐅𝐎𝐑 𝐌𝐀𝐗𝐈𝐌𝐔𝐌 𝐈𝐌𝐏𝐀𝐂𝐓

The strategy was to optimize cost-effectiveness by utilizing current resources and offering a wide range of ad variations.

𝐖𝐞 𝐚𝐜𝐡𝐢𝐞𝐯𝐞𝐝 𝐭𝐡𝐢𝐬 𝐛𝐲 𝐩𝐨𝐨𝐥𝐢𝐧𝐠 𝐝𝐚𝐭𝐚 𝐟𝐫𝐨𝐦 𝟐𝟎𝟎+ 𝐥𝐨𝐜𝐚𝐥 𝐫𝐞𝐭𝐚𝐢𝐥𝐞𝐫𝐬 𝐰𝐢𝐭𝐡 𝐂𝐔𝐏𝐑𝐀 𝐚𝐬𝐬𝐞𝐭𝐬, 𝐌𝐞𝐭𝐚'𝐬 𝐀𝐈𝐀, 𝐚𝐧𝐝 𝐆𝐨𝐨𝐠𝐥𝐞'𝐬 𝐏𝐌𝐀𝐗 𝐭𝐨 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐞 𝐚 𝐦𝐮𝐥𝐭𝐢𝐭𝐮𝐝𝐞 𝐨𝐟 𝐚𝐝 𝐯𝐚𝐫𝐢𝐚𝐭𝐢𝐨𝐧𝐬.

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.

𝐂𝐔𝐏𝐑𝐀'𝐒 𝐃𝐘𝐍𝐀𝐌𝐈𝐂 𝐀𝐃𝐒 𝐇𝐈𝐓 𝐓𝐇𝐄 𝐒𝐓𝐑𝐄𝐄𝐓𝐒

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.

𝐈𝐧 𝐬𝐮𝐦𝐦𝐚𝐫𝐲, 𝐭𝐡𝐞 𝐂𝐔𝐏𝐑𝐀 𝐒𝐭𝐨𝐜𝐤 𝐋𝐨𝐜𝐚𝐭𝐨𝐫 𝐓𝐨𝐨𝐥 𝐨𝐟𝐟𝐞𝐫𝐬 𝐮𝐩𝐝𝐚𝐭𝐞𝐬 𝐨𝐧 𝐯𝐞𝐡𝐢𝐜𝐥𝐞 𝐚𝐯𝐚𝐢𝐥𝐚𝐛𝐢𝐥𝐢𝐭𝐲, 𝐬𝐞𝐚𝐦𝐥𝐞𝐬𝐬𝐥𝐲 𝐢𝐧𝐭𝐞𝐠𝐫𝐚𝐭𝐢𝐧𝐠 𝐢𝐧𝐭𝐨 𝐏𝐌𝐀𝐗 & 𝐀𝐈𝐀 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬, 𝐛𝐨𝐨𝐬𝐭𝐢𝐧𝐠 𝐝𝐞𝐚𝐥𝐞𝐫𝐬𝐡𝐢𝐩 𝐫𝐞𝐥𝐞𝐯𝐚𝐧𝐜𝐞 𝐚𝐧𝐝 𝐞𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭.

𝐏𝐌𝐀𝐗 & 𝐀𝐈𝐀 𝐃𝐑𝐈𝐕𝐈𝐍𝐆 𝐒𝐀𝐋𝐄𝐒 𝐅𝐎𝐑 𝐂𝐔𝐏𝐑𝐀

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.

𝐊𝐞𝐲 𝐑𝐞𝐬𝐮𝐥𝐭𝐬:

• Conversion rate surged by +10pp.

• Conversion rate for opened request forms skyrocketed by +361.48pp.

• 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.