Volkswagen launched a digital media advertising campaign to launch the latest New Tiguan model. The campaign aimed to raise awareness about its key features, targeting relevant audiences to capture their attention, drive visits to the product website, and boost engagement by encouraging potential customers to configure the vehicle, increasing purchase intent.

To precisely identify and target the right audience segments, the advertising strategy leveraged first-party data collected through iPROM Private DMP, which Volkswagen has been enriching for years. The target audience was expanded by analyzing behavioral patterns of the primary audience and identifying users that shared habits with the core target group.

The target audience was engaged through a combination of advanced and traditional ad formats across editorial and content-based online media. As part of the advertising strategy, iPROM Configurator advertising concept was integrated into advanced mobile and desktop ads, enabling users to explore various models, simplify their decision-making process, and increase engagement during the research phase. Users could customize the New Tiguan in real time within the ad, customizing it to their preferences. This approach led to a 53% increase in ad exposure time and an 18-fold rise in responses to configurator-enabled ads. On mobile, iPROM Configurator achieved a 179% higher response rate (CTR).

During the campaign, a total of 19,365 vehicle configurations were completed, with 6,590 directly within the ad and 12,775 on the target website.

The increased interest in the New Tiguan was also reflected in a significant rise in traffic to the target website, which grew by 145% during the advertising campaign, while the number of visitors increased by 219% compared to a similar previous period. Over half of the users were referred to the target website through digital media ads, and 69.5% of these visitors continued their journey to the detailed online configurator where they could customize the vehicle and submit inquiries.

“The results of the advertising campaign for the New Tiguan once again validated the effectiveness of our strategy and proven concept. We successfully reached the right users who demonstrated clear purchase intent and actively engaged in customizing the vehicle and requesting additional information. By leveraging first-party data, we achieved more precise targeting, resulting in higher user engagement, improved conversion rates, and overall stronger campaign performance,” said Leon Brenčič, Client Service Director at iPROM.