VOLVO Programmatic DCO

Project Overview

Luxury car manufacturers like VOLVO offer the highest level of safety and quality of vehicles. As programmatic advertising has rocketed recently, VOLVO engaged Hogarth and other agencies to work on a pilot project for Poland and create a mater toolkit for the programmatic global roll-out.

The objective of the VOLVO Programmatic DCO (Dynamic Creative Optimisation) campaign was to deliver more personalised message to all Volvo consumers interested in various car lines such as: safety, luxury, environment, tech and design.
The ‘Always on‘ approach involved A/B testing and continual optimisation based on the Reach & Retargeting strategy.

 

Challenges
  • Global aspect of the campaign with multiple stakeholders in different regions
  • International agencies with little or no DCO experience
  • Market specific technical requirements
  • High number of dynamic ads to produce, test and implement
  • Localization and transcreation complex process across many regions

 

Solution

Truly global digital approach
Clearly-defined delivery model
Strict governance structure
Precise requirements and creative brief

 

Team

As a Project Manager I managed the campaign with multiple agencies including:
GreyWorks as a creative agency, Hogarth – production agency, Mindshare – media agency, Sizmek – ad server on a local and global level. I also liaised daily with a team of designers, UX/UI, tech lead, developers, QA and all senior stakeholders.

 

Key Statistics
  • 7 creative routes
  • 800+ dynamic display ads for the pilot project
  • 10+ markets
  • Technology: HTML5 (JS + CSS) dynamic production
  • DMP (1st and 3rd party data)
  • 4 weeks production lead time for the pilot project
  • Sizmek as ad serving platform