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MediaContacts / Volkswagen

Objective

MediaContacts came to Advertising.com to drive sales of Volkswagen's Jetta A4 model. Additional goals included driving qualified traffic to www.vw.com, where consumers could configure their ideal version of the A4 and request information from a local dealer.

Course of action

Jupiter Research has revealed that about two-thirds of car buyers do at least some research online, and that more than one-third (35%) say the Internet affected their final choice. In February 2005, Advertising.com utilised its sophisticated targeting solutions to reach these prospective automotive consumers for Volkswagen.

MediaContacts leveraged Advertising.com's demographic targeting solution to reach consumers within Volkswagen's desired demographic and lifestyle/product usage profiles. Advertising.com created a custom subnet within its extensive network comprised of consumers who had researched cars online in the past six months. Ads featuring the Jetta A4 model were targeted to this subnet and were designed to drive consumers to Volkswagen's website where they could configure their ideal version of the A4 or request more information from a local dealer.

MediaContacts also leveraged Advertising.com's LeadBack behavioural targeting technology to anonymously track consumer activity on Volkswagen's website, e.g., did not configure an A4. After exiting the Volkswagen website, consumers who did not configure a vehicle or complete a request for information received targeted ads designed to drive them back to the site to complete the unfinished action. This level of targeting enabled Volkswagen to communicate directly with prospective buyers who had exhibited an interest in their brand of vehicles.

Results

During this one-month campaign, nearly 19,000 consumers configured their ideal Jetta A4 - and nearly 12,000 consumers requested information from a dealer.

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