MediaCom and Y&R leverage Vorsprung durch Technik for Audi dealers

Using a unique combination of dynamic ads, geo-targeting, remarketing and programmatic buying, users are shown personalized banners that are adapted to their customer journey, their location and their personal needs.

In a digitalized world, individual communication with customers is more important than ever. Accordingly, the aim of this campaign is to increase the relevance of the advertising message for customers through highly personalized advertising material.

This is achieved by focusing on the individual customer journey. Using geo-targeting and dynamic retargeting advertising media, the user is directed to the relevant dealer website depending on their status in the journey and their user behavior, and accompanied until a test drive is completed.

With the help of LemonPi, a platform for dynamic advertising optimization, over 100,000 banner variants can be automatically designed and delivered within milliseconds. Thanks to the targeting implemented by MediaCom, each user is shown exactly their preferred model. MediaCom is responsible for the conception and development of this complex programmatic delivery, while Y&R Group Switzerland is responsible for the creation, programming of the advertising material and its coordination with LemonPi.

Thanks to this innovative online campaign, not only were customers and retailers brought together efficiently, but performance was also taken to a new level. While the click-through rate was increased by more than 80 percent, the cost per conversion fell by over 90 percent. In addition, new campaign insights were gained at retailer level by tracking user behavior on the landing page.

"The combination of maximizing the relevance of the advertising message for the individual user and purely programmatic buying has led to both higher engagement and a sharp increase in effectiveness and efficiency since the middle of the year," says Annunziata Passarello, Group Head Digital MediaCom.

Responsible at Audi: Livio Piatti (Head of Marketing), Olivier Pasche (Head of Marketing Communication), Andri Allemann (Project Manager Retail Marketing), Corinne Grollmuss (Project Manager Marketing Communication), Liliane Bernet (Project Manager Retail Marketing), Franziska Schmidt (Project Manager Digital Marketing). Responsible at MediaCom: Annunziata Passarello (Group Head Digital), Dominik Mönnighoff (Digital Communication Planner), David Burow (Communication Planner), Ingo Sautter (Communication Planning Manager), Benjamin Moser (Managing Director), Tobias Kober (Chief Digital Officer). Responsible at Y&R Group Switzerland: Swen Morath (Chief Creative Officer), Susan Baumgartner, Nicholas Meyer (consulting), Pirmin Wyss (strategy), Andrei Vid (AD), Diana Zberg (graphics), Rafael Tucev, Marlon Perini (programming).