Background

Havas Programmatic Hub (formerly Affiperf) is the programmatic trading desk of Havas Media. With an agnostic technology stack, Havas Programmatic Hub is able to set up and optimize programmatic campaigns for their clients with agility and performance. One of HPH’s clients is the multinational automobile manufacturer Kia Corporation. Headquartered in Seoul, Kia is a globally recognized brand, selling in excess of 2.8 million vehicles in 2019.
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Challenge

Kia make a range of car models, from rugged SUVs equipped with snow tires, to sports models with electric sunroofs. Kia wanted to play on this relationship to weather within their marketing outreach.  The concept was to inject contextual relevancy into the ads by activating creative which changed dynamically according to the viewer’s weather conditions. The messaging invited the user to book a test drive, come rain or shine.

Havas Programmatic Hub were challenged to deliver a dynamic, weather targeted ad serving solution for programmatic display. As the number one weather activation platform - with a trusted weather service background, competitive pricing model, and a self-managed solution - WeatherAds was the natural partner of choice for Havas Programmatic Hub.
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Objective

The main objective of the campaign was to drive traffic to the Kia landing page and to generate test drive registrations. Delivery strategy was based on live weather and temperature conditions.
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Strategy & Execution

Havas Programmatic Hub constructed a Display campaign in Display & Video 360 with country-wide targeting. Next, they connected WeatherAds to enable plug-and-play, location-specific ad delivery based on the real-time weather criteria in DV360. Creative templates were built with messaging and artwork that reflected a several weather scenarios. These scenarios included 'sun', 'rain', 'cloud', 'wind', and 'Below 7° C'.

Results

The campaigns performed extremely well, with a click-through rate 3X above the market average, and a high increase in traffic to the landing page.

"We received positive feedback [from the client] as we managed to deliver results as per the client's expectations. This is now an ongoing campaign which runs throughout the year."

- Istvan Kiss, Head of Programmatic, Havas Media.
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