During my time at Blis, I managed comprehensive campaigns for Porsche Inter Auto (PIA) Austria, focusing on promoting local dealerships and establishing the rebranded PIA brand. Our strategy was tailored to target potential customers in each federal state and during major automotive exhibitions.
Summary
This project highlights my expertise in creating and executing targeted, data-driven advertising strategies that drive tangible results. By leveraging Blis‘ location-based targeting and sophisticated audience segmentation, we successfully promoted PIA dealerships and reinforced the PIA brand across Austria.
My responsibilities included:
- Client Acquisition and Sales: Successfully acquired PIA as a client and sold the campaign.
- Media Planning and Strategy: Developed a detailed media plan and strategy for this focused approach.
- Project Management: Managed the entire project, ensuring seamless coordination and execution esp. of creatives in ckose coordination with client and creative leads at blis..
- Banner Production Coordination: Oversaw the production of customized banners.
- Schedule Development: Created a precise ad placement schedule.
Details
Campaign Objectives:
- Local Dealership Promotion: Increase footfall and awareness for local Porsche dealerships across various federal states.
- Brand Establishment: Strengthen the rebranded PIA brand.
- Event Targeting: Reach visitors of major automotive exhibitions in Austria.
Approach:
- Real-Time Location Targeting: Leveraged real-time location targeting around faires and local dealerships, as well as competitor dealerships
- Historic Audience Re-Targeting: Utilized historical data to re-target audiences from automotove fairs throughout the world within the area of local dealerships.
- Creative Execution: Developed engaging crossmedia display creatives to resonate with the target audience and strategically aligned to different counties and regions, as well as brands
Campaign Solution:
To achieve these goals, we employed a highly targeted and location-based approach, utilizing Blis‘ advanced data capabilities:
- Customized Banner Sets: Developed specific banner sets for each federal state and Porsche model, ensuring localized and relevant advertising.
- Competitor Visitor Targeting: Ads were shown exclusively to visitors of PIA competitor dealerships in the last three months and only when they were near a PIA dealership.
- Event Targeting: Targeted automotive exhibition attendees from the past year and in real-time within the vicinity of current exhibitions.
- Location-Based and Lifestyle Targeting: Utilized precise location data and lifestyle targeting, excluding employees and existing PIA visitors.
Creative Solution:
- Dual Banner Versions: Created two versions of each banner set:
- Dealer Locator Version: Linked to a map showing the nearest PIA dealership.
- Landing Page Version: Linked directly to the landing page for more information.
Measurement:
- Increased Dealership Visits: Tracked footfall at PIA dealerships.
- Website Engagement: Monitored visits to the PIA website.
Results
Campaign ended after employement period.
Bannerset:
Images: Extract creative set for PIA