PSA Groupe (previously: PSA Peugeot Citroën), abbreviated PSA, is a French car group that hold the brands Peugeot, Citroën, Opel, Vauxhall and DS Automobiles. In 2016 PSA produced more than 3 million vehicles and achieved a turnover of 54 billion euros. In 2016, it had approximately 172,000 employees.
Objectives of the campaign
Citroën asked Havas Media to think about the implementation of an online Private Lease campaign. An important requirement for this campaign was a focus on the individual dealer. The aim of the campaign was to generate registrations for private lease contracts with the individual dealers.
Rik Boin, Programmatic Consultant at Havas Media: “The campaign for Citroën was very successful, with 5 times more registrations for Private Lease than usual. This is due to the locally tailored campaigns with more than 500 customized banners. A large number, made possible by Adcombi’s technology.”
In order for the campaign to be successful, Citroën needed to reach customers nearby their local dealers, with a relevant local message. After all, this way their advertisements would be up most relevant for local audiences, and therefore better performing. Reaching local audiences with local advertisements can be done with programmatic (dynamic) advertising. However, this poses two challenges:
- Setting up separate programmatic campaigns for each local office would cost many hours on operational management, of which the costs would not outweigh the benefits.
- A single dynamic programmatic campaign, in which the content of the banner changes as the location of the viewer changes, would lead to a skewed distribution of budget. The system used for dynamic advertising automatically optimizes budgets towards the best performing locations, usually big cities. This would result in bad campaign performance for offices in small populated cities.
Adcombi developed a technology that enabled Citroën to set up 104 separate local advertising campaigns in one handling. Each campaign was set up with specific banners, budgets per dealer and regions. With this technology we automized the management of all this large number of local campaigns.
The banners were displayed on a pre-selected list of premium websites to ensure large reach and brand safety. Aside from the Private Lease promotion the banners showed the information of the dealer in that region. This added relevance to the banner. The banners always matched the location of the consumer, while local budgets where actually spent locally.
The use of Adcombi’s technology enabled Citroën to reduce time spent on operational management by 90%: activating, optimizing and reporting 104 separate campaigns normally costs 52 hours. With Adcombi’s technology this was reduced to 6 hours.
The campaign resulted in 5 times more registrations for Private Lease than normal. Rik Boin, Programmatic Consultant at Havas Media: “The campaign for Citroën was very successful. This is due to the locally tailored campaigns with more than 500 customized banners. A large number, made possible by Adcombi’s technology.”