Automotive retail
How do you launch a new MINI across nine dealerships over Christmas?
With postcode-precision targeting around each showroom rather than broad demographic segmentation, and by adapting the campaign while it ran. Route ran a Facebook carousel campaign for Group 1 Automotive's Barons and Chandlers dealerships across the 2020 festive period, then added a finance-led video ad partway through that pulled a far stronger click-through rate than the carousel alone.
Group 1 Automotive needed to launch the new MINI Countryman across nine Barons and Chandlers dealership centres; the goal was to drive awareness, enquiries and test-drive bookings over the Christmas and New Year period.
What we planned
Due to small audiences around each of the nine centres, we advised against segmenting by gender, interest or behaviour and instead planned hyper-local postcode targeting around each dealership, reaching the households already closest to a Barons or Chandlers showroom.
What we did
We ran a Facebook carousel campaign across all nine centres from 24 December 2020 to 6 January 2021. While the campaign was still live, we introduced a finance-led video ad and widened the geographic radius slightly.
What it did
At the Barons centres, the video ad far outperformed the carousel. The 65+ age group proved the most responsive, with evenings the strongest time of day for clicks.
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