Success Story

Client

Achieving Top-Tier Awareness for the Volkswagen T-Roc Launch

+22 pts

Ad recall

+32 pts

Ad interest

+30 pts

Ad clarity

+10 pts

Brand familiarity

Industry

Automotive

Business Type

Advertisers

Outcomes

Awareness

Region

EMEA

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The Challenge

With the launch of the new T-Roc in Poland, Volkswagen aimed to maximize awareness and build message relevance, ensuring the model remained top-of-mind during the December holiday season. Beyond reach, the campaign sought to validate whether the high-impact environment of CTV would significantly influence ad recall, interest, and brand familiarity.

The Solution

Volkswagen deployed a campaign on CTV HomeScreen, using Teads Studio-optimized creatives that featured a split-screen layout – pairing dynamic video of the T-Roc with a high-quality static image of the model beside its core message “New T-Roc: Born Confident.” To evaluate campaign effectiveness on its branding objective, a brand lift study was conducted with Happydemics, assessing any shifts between exposed and control groups.

The Results

The campaign delivered strong awareness and brand impact, reaching 1.48 million unique users and driving standout recall. Nearly half of respondents remembered the ad, placing it in the top 5% of the most recalled campaigns measured by Happydemics in the CTV industry and auto category. Exposure from CTV HomeScreen significantly increased engagement and perception – tripling ad interest, improving clarity, and more than doubling brand familiarity – confirming the effectiveness of CTV HomeScreen in building brand equity.