- 18% decrease in CPC
- 17% increase in incremental conversions
Volkswagen wanted to capture the attention of World Cup fans and achieve cut through to support their ITV World Cup TV idents telling the story of a fan with ‘complete confidence’ in winning, because he drives a Volkswagen SUV that gives him this confidence.
We synchronised Volkswagen search ads with World Cup search spikes. This involved leveraging the key Search moments within key matches in order to automate hyper-relevant Google Ads, with creative selected to resonate with that particular moment.
Targeted at World Cup/football keywords that had resonance with automotive keywords.
Volkswagen successfully harnessed the halo effect of the World Cup emotion, achieving incredible visibility at key moments, enormous reach, and strong CTRs on these high-volume keywords.
Ads achieved total prominence in the search engine results page, with a 1.3 average position. CPC reduced by 18% whilst corresponding conversions increased 17%.