Cannes Lions

DISCOUNT POSTS

ALMAPBBDO, Sao Paulo / VOLKSWAGEN / 2014

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Overview

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Credits

Overview

Execution

We identified the people who showed interest in buying a car at the Volkswagen website.

We then cross-referenced these leads with the Facebook database, finding each interested user and sending them personalized posts, offering them exclusive discounts for the models they were interested in.

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.

Facebook was the only media used for the action. The 'Custom Audiences' tool allowed us to find and communicate the discount efficiently, and the new Page Post with a corresponding call to action made the downloads of coupons even simpler.

Outcome

Our objective was to increase sales — and in less than 6 hours, the first user bought a car with the Discount Post. The offer lasted just 2 weeks, and out of the 500 customized coupons, 194 cars were sold — totaling 39% of conversion.

Through an incredibly modest media investment — just US$ 300, we generated more than US$ 2,700 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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