Results
By collaborating with Adform, Volkswagen Sweden and PHD Media successfully navigated a challenging economic landscape and reached key audiences poised to make new vehicle purchases. With Adform’s consultative approach, local expertise, and cutting-edge omnichannel technology, Volkswagen Sweden was able to successfully broadcast audio ads to owners of electric vehicles.
Cars where the ad was played at least once
Total audio plays
Listen-through-rate
Why Adform:
Over the course of a multi-year partnership, Volkswagen Sweden and their trusted agency PHD Media, has consistently valued our innovation- driven approach. At Adform, our commitment to pushing boundaries, combined with our deep understanding of the Swedish market, had made for an ideal tech partnership. Volkswagen particularly appreciated our local support and ability to provide a consultative approach, as together we sought to explore and harness the latest omnichannel opportunities.
Challenges:
Volkswagen Sweden faced significant challenges stemming from economic uncertainty and shifting consumer behavior. Historic interest rate hikes had dampened new car sales, creating a challenging environment for automotive brands.
The car company’s chief goal was to find and engage audiences who were most likely to enter the new electric vehicle market. According to Volkswagen’s sales records, new car buyers tended to be existing car owners, emphasizing the importance of a precise targeting strategy to identify these individuals and drive engagement.
Solution:
We created a cutting-edge digital audio ad campaign designed to help Volkswagen find new prospects. Many newer electric vehicles, including models like Teslas and Range Rovers, come equipped with the TuneIn app. This app seamlessly connects drivers to digital radio, music, and podcasts, making it an integral part of their in-car experience. With its widespread presence and highly engaged audience, TuneIn became the ideal channel to reach and connect with electric car owners effectively.
The ad contained a compelling 30-second audio creative highlighting their new range of electric vehicles. The campaign showcased features like extended range, 140 dealerships for service and support, and a premium driver experience. Our omnichannel reach ensured precise targeting, delivering Volkswagen’s message to the perfect audience.
Petter Mååg
Digital Media Manager, Volkswagen
“Innovation has always been in focus for Volkswagen Sweden, which we always try to place budget behind. The audio campaign was a perfect match as it contained both innovative targeting and scalability which could be extrapolated across other markets as well. Adform’s local assistance and engagement were crucial to execute this”