Mercedes-Benz

Programmatic campaign with drive-to-store, using client's first-party data

Header Mercedes
Mercedes 1
Mercedes 2
About this campaign
Brand awareness, drive in-store visits
Objective
National campaign across major cities in Spain including Madrid, Bilbao, Seville
Location
JCDecaux, AMQ, The Trade Desk
Partners

To promote the launch of their new car, Mercedes-Benz built a campaign with a data-driven strategy, using programmatic to drive flexibility and efficiency to optimise delivery. Uniquely, this campaign utilised Mercedes-Benz’s own first-party data about their customers to build an effective profile for strategic targeting and efficient planning, and create meaningful, tailored conversations.

This campaign is a true example of programmatic driving performance-driven metrics for OOH, as 37% of targeted audiences approached concessionaries of the brand, with the data-driven strategy enabling the campaign to have +30% impact above average.

Download the case study for full details.

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