Car manufacturer Renault is using location intelligence to increase the number of people choosing its vehicles as company cars.
Renault challenged Manning Gottlieb OMD and xAd to find the notoriously difficult to reach business professional audience who were eligible for a company car. Using xAd’s patented Blueprints technology, the boundaries around relevant offices were outlined across the United Kingdom.
The objective was to target professionals with a unique experience that provided high talkability, and to increase the number of visitations by employees to nearby showrooms. This allowed Renault a new digital route to engaging with their professional audience, and deliver the most relevant experience based on their location.
Rich, immersive Renault media experiences including dynamic distance creative media units, standard video and 360 video are designed specifically to encourage people to share the content amongst colleagues, and thereby boost consideration and ultimately drive footfall to Renault showrooms.
Renault also utilised xAd’s Geoblocks technology, which uncovers the affinity between one type of location to another (e.g. between office blocks and rail stations). This allows advertisers to unearth pockets where their target audiences over-index, and serve relevant experiences to a wider audience, depending on their place within the consideration funnel.
Theo Theodorou, GM EMEA at xAd explains: “Choosing a car is not an overnight decision, so for manufacturers, having the insight as to whether prospective customers are in the market to consider their models is extremely valuable. Previously brands were mainly limited to using niche professional media, but with location technology they are able to target business audiences in consumer environments and beyond, with relevant local experiences.”
Tom Hobbs, Digital Marketing Manager at Renault adds: Location targeting is increasingly becoming a strategic priority in our communication plans. Therefore, we were delighted to partner with MGOMD and xAd to accurately target the notoriously hard to reach professional audience of business consumers with an engaging 360 video experience that showcases the product in an innovative and exciting way, to drive real engagement and ultimately increase consideration.
Stephanie Beaven, Digital Account Manager, Manning Gottlieb OMD adds: “Renault regularly challenges us to identify and effectively reach consumers who have a choice in their company car selection. As their agency, we are looking to effectively stimulate an uplift in brand awareness and purchase intent, whilst measuring uplift in footfall to dealers. As these audiences are limited to specific companies, we have implemented an innovative approach of leveraging data to its fullest. xAD’s approach has enabled us to ensure activity can be acutely location targeted, whilst frequency is controlled, and is therefore optimised to only those who work in companies that have Renault as a Company Car option.”
This partnership, which specifically looks to engage with a niche audience, more specifically with those professionals eligible for a company car, is the first of its kind for xAd, Manning Gottlieb OMD and Renault.