Cannes Lions

DISCOUNT POSTS

ALMAPBBDO, Sao Paulo / VOLKSWAGEN / 2014

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Overview

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Credits

Overview

Execution

Creative execution was mostly based on offering users a relevant benefit for the purchase of a model they had already shown interest for. To accomplish that, we relied on an extremely relevant media channel: their Facebook timeline.

We distributed 500 Volkswagen Coupons on Facebook, each one worth a R$ 2,000 discount.

When users clicked the post to enjoy their benefit, they were redirected to a registration page where they'd fill out their data and download the coupon. Then, they just had to take it to their nearest dealer in order to get the discount right there

Outcome

The first purchase with a Discount Post was made in less than 6 hours.

The offer lasted just 2 weeks, and out of the 500 customized coupons, 194 cars were sold — 39% of conversion.

We brought new customers to the brand. 74% of the sales were made to non-Volkswagen owners.

With a modest media investment (US$ 300.00) we were able to generate more than US$ 2,700,00.00 in sales— a ROI like the carmaker had never seen before.

The project was acknowledged as globally innovative by the brand and also by Facebook itself, and was highlighted on Facebook for Business.

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