Volkswagen engages app listeners with interactive audio ad format.

THE SITUATION

The Volkswagen Group is one of the world’s leading automobile manufacturers and the largest car maker in Europe.

Volkswagen wanted to raise its brand awareness and drive website traffic to its local Italian website for its line of commercial van vehicles by unleashing the power of audio in a new and innovative way.

The Volkswagen Group is made up of twelve brands from seven European countries: Volkswagen, Audi, SEAT, ŠKODA, Bentley, Bugatti, Lamborghini, Porsche, Ducati, Volkswagen Commercial Vehicles, Scania and MAN. The Volkswagen Group sells its vehicles in 153 countries.

THE SOLUTION

ShakeMe™ is an audio format specifically designed to drive an immediate action from
app listeners and has a higher conversion rate than traditional audio-only or display advertising.

Through ShakeMe™ audio listeners are invited to shake their phones in order to trigger an action while listening to an audio ad. When they shake their phones, listeners can download an app or coupon, place a call, add an event to the calendar, open a website, or invite a voice command. Listeners can interact directly with the ad without unlocking their phone or even looking at their screens.

For Volkswagen, the ShakeMe™ format was the right way to help raise brand awareness amongst audio listeners and drive traffic to their website.

The audio format was delivered to all the interactivity enabled radio stations in the Mediamond group in combination with AdsWizz’s Marketplace network. Listeners were targeted using demographic data (age 25+) as well as behavioural targeting via our “car enthusiast” and “in market car buyers” segments.

The outcome was an advertisement on national Italian radio that sounded like an automotive ad, engaging the audiences when they were listening to their favourite music on their mobile apps, and raising their curiosity by adding an interactive element.

Interactive ads such as ShakeMe are activated via AdsWizz’s Software Development Kit (SDK).

THE RESULTS

Volkswagen recorded some amazing results with 3,000+ interactions and reached 88% LTR of all delivered ads. The LTR (listen-through-rate) represents the percentage of ad plays that were listened to in its entirety.

The interactive element added to this specific audio campaign enabled Volkswagen to benefit from a Shake CVR (conversion rate) of 0,97%, while on digital audio campaign, the average CTR (click-through-rate) reaches 0,09%, a difference of 0,88% in interactions if Volkswagen had chosen a standard audio campaign! CVR tells app advertisers how many users their ad converted. In this scenario, it told Volkswagen how many times users were converting by browsing their website – and there were plenty.