Case Study

Waze created a unique solution to promote Volkswagen's new “2share” program in Italy

If you’re renting a car for an extended period, you want to go with a brand you can trust. That’s why Volkswagen Italy launched a new service of shared long-term rentals, named “2share” during the summer of 2019. 

Sharing the news about 2share

Volkswagen wanted to spread to word about its new long-term rental service “2share.” To promote the service, Volkswagen looked to complement its always-on reservation campaign on Waze with a campaign on Google Display & Video 360 solution in order to take advantage of the data layer available on programmatic ads.

Working with Waze, connecting with drivers

Volkswagen turned to Waze to increase “2share” offer awareness and generate “drive to store” navigations to dealerships. Waze first helped promote navigations through a reservation campaign. Then Waze generated awareness for specific audiences through programmatic ads on the Waze map, applying demographic targeting and remarketing to users who visited the VW website.

This campaign that ran on Waze through Display & Video 360 shows the capability to engage the follower base in different fields, and this should be the right approach to improve VW challenges in every digital context.
Fabio Di Giuseppe, Marketing Director, VW Italy

A new route to engagement

Volkswagen received more than 2.1K navigations to dealerships by advertising on Waze. The campaign offered Volkswagen access to a highly engaged audience, as 60% of Wazers who clicked on the programmatic ad visited a Volkswagen dealer. Based on the impressive results of their Waze campaign, it’s clear that more drivers will turn to Volkswagen for their long-term rental needs.

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The Goal

Increase awareness for Volkswagen’s new long-term rental service, “2share”.

The Approach

Partnered with Waze to create a reservation campaign and launch programmatic ads on the Waze map.

The Results

Drove 2.1K navigations to dealerships and a 60% click through rate on programmatic ads.

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