To support the launch of Volkswagen’s VW Multivan 6.1, PHD Russia developed new technology of targeted trigger mechanics used in Programmatic Digital Out-of-Home (DOOH) to drive the audience’s attention towards the new model’s USPs in key cities for sales.
On the roads of Moscow and St Petersburg, animated banners for the Multivan 6.1 were launched to focus and capitalise on certain situations. For example, in the evening a relevant creative was launched to highlight the model’s LED headlights; and in traffic jams, a banner was placed citing distance control and emergency braking.
The campaign reduced the cost per contact for the target audience by 22%, while ad recognition was 7% higher in comparison with the average ad recognition benchmark for outdoor advertising in the automotive category (based on BHT research conducted by IPSOS/GFK).
Irina Romanova, CEO PHD Russia (Media Direction Group) commented: “Not so long ago, outdoor advertising was considered a traditional form of communication. However, now this format is becoming high-tech and allows you to implement non-standard mechanics, increasing the effectiveness of campaigns. The Volkswagen Commercial Vehicles brand, together with the PHD agency team, decided to emphasise the innovation of the model in an extraordinary way – the trigger communication showed in the best way the originality, innovation and creativity in approach – the principles that guide the brand to create the best product for its customers in business and everyday life.”