Inspiration

heycar reaches listeners in-car to drive the brand forward

After seeing major success in Germany, heycar, the online marketplace for used cars, was looking to increase brand awareness with Spotify listeners in the UK. With the right targeting and relevant content, heycar came off cruise control, and let our engaged audience know exactly what they have to offer.

The challenge

To drive awareness and increase purchase intention of the innovative service heycar has to offer.

The big idea

heycar were looking for the first exit to get the word out, and Spotify had just the slip-lane - contextual ads.

From targeting listeners in the car with the help of real-time contextual audio ad messages, to further reaching listeners on the road by making some noise in road trip playlists through playlist targeting - is it even a road trip without Songs to Sing in the Car?

The magic

As an online portal for high-quality used cars with valuable advantages for buyers and sellers, it’s no surprise that heycar attached great importance to finding a high-quality advertising environment. With Spotify’s Streaming Intelligence, the brand was able to create a comprehensive targeting strategy - and needless to say, the results speak for themselves.

  • 14 pp

    Ad Recall

    14 percentage point increase in recall in heycar’s ads on Spotify
  • 12 pp

    Awareness

    12 percentage point increase in awareness of heycar
  • With Spotify, heycar chose a popular platform that is geared towards context and relevance. This led to a 12 percentage point lift in awareness of heycar.
  • The message was clear: buying a used car with heycar was a premium experience. The company received a 5 percentage point increase in agreement that heycar provides a high quality experience.
  • With this strong focus on the context of the listeners to deliver their brand message in-car, heycar was significantly able to increase intent, with a 5 percentage point lift in intent to use heycar when looking to purchase a vehicle.

With pairing Spotify’s robust Streaming Intelligence with listener’s real-time context, heycar were able to effectively drive interest and deliver key brand messages.

Formats: Audio Everywhere and Sponsored Sessions Market: UK Flight: September 2020 - October 2020 Source: Nielsen Brand Effect

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