The Australian auto industry is threated by increased consumer digital empowerment. Using their smartphone as a tool for negotiation, many consumers only visit the dealership of the car they’re most interested in. Hyundai often wasn’t in the top consideration set, and with less dealership visits, needed to both get the Hyundai brand on the consumer’s radar as well as serve our competitive prices in context of the deals they were negotiating with competitors.
We digitally mapped Mazda, Toyota, and Hyundai dealers across Australia using hyper-targeted polygon mapping connected to the phone’s GPS. By collecting the individual’s unique and anonymous device ID, we could display hyper-targeted deals to consumers who were in-market for a Mazda or Toyota and push people away from these competitors into Hyundai dealerships. Mobile GPS tracking let us track the movement of users between dealerships, allowing us to measure the ad unit’s impact on converting a user across to Hyundai from a competitor dealer. Ultimately, we stole 11,000 people from our key competitors.