Continental: Responding to Regs to Drive Sales

The Challenge

To capitalise on the expected demand for VDO’s Tyre Pressure Monitoring System (TPMS) tools following a DVSA update, which saw malfunctioning TPMS become a major fail instead of a minor in the vehicle’s MOT.

 

The Idea

We delivered a two-phase approach to spread the message using Facebook, making use of its retargeting capabilities.

Rather than expect the audience to be ready to purchase straightaway, the first phase focused on awareness of the new regulation. This phase was all about ensuring VDO was front-of-mind for those considering investing in TPMS equipment.

The second phase saw us target only those that had watched 25%+ of the video – and were therefore warmer leads.

Given they were now primed for a stronger call-to-action, the audience received a Facebook ad with a more commercial message, ultimately driving them to the dedicated TPMS product page.

 

The Results

The campaign delivered:

  • 160,511 3+ second video views and 27,670 25%+ video views in Phase 1 and 903 clicks to TPMS product landing page in Phase 2