Malaysian Media Awards Winners Showcase

2018 | |

Gone in less than 20 minutes!

Creative Agency: -
Credits: -

The Challenges
Automotive experienced a slow-down in 2017, fueling intense competition amongst players. Not only is Volkswagen challenged with being over-shadowed by Japanese brands, VW is also second-choice as a continental brand and struggles with lower dealership presence.

Insight, Strategy and the Idea
VW needed an innovative idea that out-smart our competition. Three key insights drove our approach: – Our audience are urban savvy online shoppers whose 19 out of 24 touchpoints in their auto journey are done online. – Automotive sales typically peak during festives, year-end and beginning of the year. So, why not out-smart and sell big when our competition least expects it? – Malaysians love shopping online, with e-commerce growth at 25% YoY. The idea? Hijack largest e-commerce sale day – 12th December; and be the first to sell cars on Lazada!

Media Execution
E-commerce is highly influenced by word-of-mouth; hence we focused on social media to build a data-led campaign to build awareness and anticipation leading up to sale-day. We developed a 3-prong (A-A-A) approach: – Audience Relevance: We leveraged on VW’s existing CRM data and targeted past 5 years VW drivers to upsell; created lookalike audiences from VW drivers’ database to better prospect, re-engaged past VW campaign engagers; and targeted competitor brands’ lovers to convert. – Anticipation Buzz: Insights confirmed that buzz starts a week prior to 12.12 sale day. We generated awareness with count-down ads to trigger anticipation of VW’s impending sale online. – Agility in Execution: Budgets were scaled to maximize leading up to sale day; and efficient use of audience insights allowed for capitalization across Facebook’s network – Facebook, Instagram, AudienceNetwork.

Results and Effectiveness
100% conversion achieved, with 12 limited-edition Beetles sold in less than 20 minutes! An all-time fastest conversion record for Volkswagen. A first amongst automotive brands in APAC! Reached 846,000 of our audiences, at an extremely cost per reach of RM0.01