Volkswagen Middle East partnered with Snapchat and Socialize to become an automotive brand outside of the US to test Dynamic ads, by launching the solution in Saudi Arabia. This gave Snapchatters in the Kingdom the opportunity to sign up to test out three iconic Volkswagen models, the Tiguan, Teramont and Touareg. The intention for the personalized ads was to increase test drives in-store and ultimately increase vehicle sales.
Snapchat’s Dynamic ads were initially designed for ecommerce and was customized to meet Volkswagen’s needs by setting up tracking and taking signals from Volkswagen Middle East auto related events, as well as fine tuning the product catalogue to fit auto requirements. In just 14 days, the campaign delivered 194 test drive sign ups, which drove further efficiencies on top of lower funnel activities. Dynamic Ads were proven to serve more relevant vehicles to users, thereby achieving strong brand affinity, explains the agency.