The Market
VMLY&R COMMERCE Germany
The Challenge
When Germans think premium or company cars, they think very rationally. They only think Audi, BMW and Mercedes-Benz.
The Idea
When googling keywords like A6, 5 Series, E-Class and test drive our target group was hijacked by an unavoidable offer: to drive a Maserati Ghibli, the company car 2015, to our competitors showrooms - for their intended test drive.
Growth
We proved to Germans that sometimes rational choice can also be emotional:
- Pinpoint targeting in cooperation with Google Adwords-Beta
- 8% click-through rate
- 150% increase in test drives
- 10% conversion rate
Recognition
- Cannes, Silver (Creative Data Lions: Data-Driven Targeting)
- Lürzer´s Grand Slam, Bronze (Direct)
