Task
Potential customers should be informed about the comfort that the installation of a car park heating brings and encouraged to buy one. Since very few car dealerships engage in active online advertising, Webasto – the manufacturer and supplier of the park heatings – wanted to support its dealers in advertising in order to increase demand for Webasto park heatings among end consumers.
Solution
Three different packages with different media budgets were put together, which included the media Facebook, Google, and Bing. Based on the selected package, a concept adapted to the regional target group was developed for each interested dealer. All ads consisted of Webasto subjects and led to the website of the respective dealer. As both the supplier benefited from the increased demand and awareness of Webasto products, and the individual dealers from the increased sales, the campaigns were a complete success. Compared to dealers who did not run a campaign, sales of park heatings at dealers with a campaign increased (by up to 35%).