Support the rebranding by raising brand awareness in the United States amongst automotive DIYers and car enthusiasts.
The main focus of the campaign was B2C end-users whom we targeted based on audience and interest topics.We also used contextual targeting that was built on our extensive research. In a B2B effort, we targeted car parts and accessories stores hyperlocally in a 100m radius based on their GPS coordinates.
To better deliver an immersive image messaging we used engaging video formats in addition to traditional banners. Pre-roll ads on YouTube and in-banner video ads via programmatic platforms were delivered in a highly targeted way to our audience.
Quality channels matter the most, that is why we chose to reach our DIYers where they turn to for inspiration and credible know-how. We used PowerNation TV, America’s most watched automotive how-to program and made a Private Marketplace deal on CarGurus.com ensuring high visibility and share of voice for our brand.
In order to maximize the clickthrough rate and find the optimal creative versions, we used a dynamic banner generator tool and created a vast number of banner-variants in an automated and cost-effective way that were thus rotated in the campaign.
Programmatic Digital Out-Of-Home (pDOOH) is OOH powered up with AdTech – geofencing, tracking, retargeting, personalizing, attribution and measurement. We used ClearChannel’s roadside bulletin inventory: In the first phase of the campaign eye-catching billboard ads were placed alongside highways near our prioritised locations: in the city and areas of New York, Philadelphia, Dallas-Fort Worth, Atlanta and Chicago. Then in the second phase we boosted our message nationwide.
Our ads for automotive lighting appeared on the billboards only after sunset, creating more relevancy to the products and spicing up the campaign through leveraging time-based placement.
Our programmatic Out-of-Home technology makes it easy to deploy and manage DOOH campaigns in real-time in any target country with just a click of a mouse.
Due to the curfews and lockdowns we had to revise the geographic targeting of outdoor advertising continuously. That’s why we suspended New York, Los Angeles, Washington D.C. regions earlier than expected and added more locations to reach as many people as possible.
1,4 million billboard impressions
with a reach of 37 million passengers
3 million video impressions
and on YouTube
4,9 million display banner impressions
with a 65%+ viewability rate
in brand search volume (YoY)
National Account Manager – Tungsram Automotive
Commercial Marketing Leader – Tungsram Lighting
Senior Digital Marketing Specialist – Tungsram Lighting
Contact Máté Takács or Krisztián Dobos and book a free consultancy session for your brand!