Case study

Vauxhall drives customers to dealerships with seasonal sales promotion

Like most auto manufacturers, Vauxhall holds a seasonal promotional event for a wide selection of vehicles. The British company offered £500 off all its models for nearly two weeks in October 2020. To get the word out and encourage more customers to stop by their showrooms, Vauxhall partnered with Waze and two agencies, MediaCom and Universal McCann (UM). With MediaCom, Vauxhall aimed to raise brand awareness, and worked separately with UM to increase traffic to dealerships during the event.

Dual exposure strategy

To generate buzz before the event, Vauxhall and MediaCom set out to design and launch Zero Speed Takeover ads on Waze. The ads displayed to drivers only while they were at a standstill, and included a “Save for later” call to action, which users could tap to save the message to their Waze inbox. The teams synced the ads with radio spots to boost ad recall, their main KPI for the campaign.

Directing drivers to showrooms

Together with UM, Vauxhall designed and executed a strategy which would run throughout the event. Between October 9-19, Vauxhall launched a three-pronged approach to bring in drivers to view their selection of cars and vans. First, they highlighted dealerships with Pins on the Waze map, keeping their brand top of mind for potential customers. Then they displayed a promotional event offer to nearby drivers with Zero Speed Takeovers, inviting them to reroute by clicking on the “Drive There” call to action.The dealerships also showed up as promoted results in Waze Sponsored Search, capturing intent and driving users to Vauxhall showrooms.

Reaching new heights through greater traffic

By reaching 1.1M unique Wazers through 4.8M impressions, Vauxhall both generated widespread awareness about their offer and brought larger crowds to dealerships. The campaign delivered a 148% lift in ad recall, bringing Vauxhall’s metric 60% over the automotive benchmark. Vauxhall also saw a 78% increase in navigations to their dealerships, leading to a 4.4pp growth in overall market share of navigations to car dealerships — advancing Vauxhall four spots as it became the 4th most-visited dealership network on Waze.

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Goal

Raise awareness of special promotions on Vauxhall vehicles across dealerships, and increase footfall to stores during a 12-day promotional event.

Approach

Vauxhall synced Zero Speed Takeover ads with radio spots, highlighted dealerships with Pins and Search, and encouraged direct reroutes to stores.

Result

The campaign delivered a 148% increase in ad recall and a 78% increase in navigations to dealerships, growing market share by 4.4pp.

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