Volkswagen was launching its new SUV in the market. They had made a big TV campaign, but there was still a tactical part left, that would attract consumers more feature-oriented.

Our objective was to bring these consumers to the T-Cross website.

The first thing we thought was that we needed to talk to consumers that care about car features. And the best way to do so was to advertise right before videos that talk about this subject. So reviews about our competitors were the best choice.

But there are many Trueview Ads that people barely pay attention to. So – to not disrupt the consumer experience - we decided to make our messages as short as possible. And to grab the user attention, instead of making a traditional ad, we decided to play with the medium itself. Turning the elements of the video-player into the road, obstacles and even our car.

We approached online media distributors and told them to segment our messages to talk exclusively to the target audience (men and women between 25 and 45 years). We also selected the videos that our Trueview ads to be displayed before: reviews about other brand’s SUVs.

It was a clickable ad. No matter when or where, if the consumer clicked on the player, they would be taken to our product’s website.

Right after the big TV campaign was launched and people had already seen our car (a lot), but not its features, we lauched the trueview ads. The videos were set to be displayed in the whole country – as long as it was within the selected videos and target audience. They ran for roughly a month.

It generated some very good results:

Conversion to the website was 75% higher than usual TrueView ads.

And Full Retention (Complete Views) was two times higher (215%) than average (TrueView ads)