The data-based campaign for the customer CUPRA convinced the jury with innovative approaches to increasing lead generation, which sets new standards in digital customer contact. One of the challenges faced by many manufacturers, including CUPRA, is long delivery times for new vehicles. This leads to frustrated customers. It is therefore all the more important to sell the new cars that are already available at CUPRA dealers and thus keep the waiting lists for a new car short.
Nowadays, customers are so well informed through web research that they often enter the dealership with a concrete picture of their CUPRA dream vehicle. Since regional offers are limited, this dream car is rarely already in the yard. The task was therefore to match the preferences of customers with the regionally available stock of vehicles.
The digital agency PIA Media, together with the client and PHD Germany, developed an innovative and effective solution that closes the gap between models advertised online and locally available and increases sales of existing vehicles at local CUPRA dealerships. With the help of AI, local information from 200+ dealers and the vehicles available there was structured and processed into a digital toolkit. In this approach, data-driven and dynamic advertising on the Meta (Meta Automotive Inventory Ads) and Google (Google Performance Max) platforms is used to display the right and personalized ad at the right time to prospective buyers.
“Automotive Inventory Ads are another effective tool to expand our data-driven lead generation process by presenting the right offer to the right people at the right time,” says Melanie Rupp, Head of Customer Experience & Media at SEAT/CUPRA.
The campaign delivered 94 percent more requests for quotations, as well as 361 percent higher form calls from interested parties. In addition, around 50,000 people visited a CUPRA car dealership as a result of the ads and sales of existing vehicles increased by 85 percent. With the targeted use of AI, PIA Media was once again able to prove its value proposition “Simplify marketing for you to grow”.
“No matter which channels we look at, the use of AI in the handling of data allows us to significantly increase the effectiveness and efficiency of campaigns. Formats, such as AIAs, help us to fully exploit the strengths of machine learning,” explains Tobias Henning, Managing Director PIA Advertising.
(Photo of the award ceremony: from left to right: Melanie Rupp (Head of Customer Experience and Media, CUPRA), Tobias Lange (Managing Director, PHD Germany), Stephanie-Anja Hartenhoff-Steblecki (Managing Partner, PHD Germany), Tobias Henning (Managing Director, PIA Advertising) and Marc Nabinger (Director Agency, Google).
