Car ownership in Singapore is an aspiration, not a necessity. With excellent public transport and ride hailing services (i.e. GRAB and RYDE), consumers can do away with the need for cars.

For Singaporeans, buying a car is the second most expensive purchase they make after buying a house. In-market audiences do not sign up to test drive cars,as auto dealerships are physically located next to each other hence consumers who make one trip can hit all of them at a single go and comparison shopping is easy with little planning required.

For 80 years, Volkswagen has built their name on innovation and emotion but has recently been hit with falling perceptions of quality, reliability and aftersales service, which had resulted in declining showroom footfall – a key metric that Volkswagen has found drove sales.

Key objectives:

1. Create distinctiveness within a competitive space

2. Drive footfall traffic to Volkswagen showroom

With advanced digital analytics, we were able to track and attribute footfall to messages that had been delivered by our campaign.

With the goal of increasing footfall, our partner created a command centre and optimized the campaign by the performance of each mapped out “emotional hotspot” to whether that was driving footfall to the store.

This allowed us to glean some incredibly detailed insights that allowed improved targeting. For example, we prioritized delivery to the Toyota Dealership on Leng Kee Road as it was giving us high engagement rates (Reflection), and increased budget to the OCBC building (“Aspiration”) as it was delivering high footfall.

In all, we cut 1,600 locations from our campaign and prioritized 500 that were high value locations in driving engagement and footfall.

Heatmaps informed Volkswagen where they could leverage other OOH, television and radio campaigns to further enhance our campaign specifically, and their brand in general.