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Renault Acquires Leads for New Electric Vehicle ZOE in Conversational Display Ads
Renault takes consumers on a personalized tour of the benefits of their new electric car model, ZOE, in order to drive qualified leads to their website using Spectrm.
Marketing channel: Google AdLingo Ads
average engaged conversation time per user
lower cost per conversion vs electric vehicle benchmark
actions generated after conversation
Groupe Renault is a French multinational automobile manufacturer that produces a range of cars, vans and other transport vehicles. The company has over 183,000 employees in 37 countries.
The Challenge: Educate Consumers About New Electric Vehicle Model and Book Test Drives
Renault France wanted to educate potential users about the new ZOE electric car in order to drive new leads to their website to book a test drive.
How could they personalize the guided tour of ZOE’s benefits in order to move customers from awareness to consideration to action at scale?
The Solution: A Conversational Ad That Dynamically Adapts to Customer Preferences
Renault created a conversational ad campaign addressing car buyers preconceptions on electric vehicles and highlighting key features of the new ZOE model.
Using Google DV360, the campaign targeted two different Renault car buyers segments with different creatives. A single AdLingo Ad unit was used that could dynamically adapt to the needs of both cohorts by using Spectrm’s conversational marketing platform.
The conversational assistant built with Spectrm could adapt to each car buyer preferences in real time in order to personalize product education to drive lead acquisition for the new vehicle.
The Results: 36% Lower Cost Per Conversion Than Comparable Campaigns for Electric Vehicles
For a similar cost to regular display, Renault got uniquely high engagement from in-market buyers at scale. These engaged prospects took multiple actions: in total over 5000 micro-conversions.
AdLingo ads proved cost effective with a 36% lower cost per micro-conversion than comparable campaigns promoting electric vehicles.
Declared data on how the audience interacted with information about ZOE, gathered in Spectrm, enabled Renault to get key insights into how people respond to the electric vehicle’s key value props and marketing messages. This informed subsequent iterations of the campaign and overall strategy.