Volkswagen was launching its new SUV in the market.

The client had already spent almost their entire budget doing the 60” TV ad. And there was little left for the tactical, that should attract more feature-oriented consumers.

Our objective was to bring these consumers to the T-Cross website, without spending too much in production.

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 (both direct and indirect competitors)

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 landing page.

Right after the big TV campaign was launched , people had already seen our car (a lot). But not its features, so when the TV ads were fading out from TV breask, we lauched these trueview ads.

The videos were set to be displayed across the entire 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)