VW Voice-Enabled Ad Campaign Won Gold at PHD Global Award

Voice Marketing is a groundbreaking movement in the audio ad marketplace as Voice Dialogue Ads are a highly engaging advertising format driving an order-of-magnitude improvement in call to action versus ‘traditional’ mobile CTR.

Some of the world’s largest brands are now using interactive Voice Dialogue ads to engage with their consumers on an increasingly intimate scale.

Instreamatic had the pleasure of working with Volkswagen on their voice ad campaign for the Caravelle Multivan model, which subsequently became the winner of the PHD Innovation Award 2019 for VW LCV (The Golden Speedometer).

Gone are the days where companies talk at their target audiences in a one-to-many manner. With the growth of voice-enabled tech infrastructure, consumers now expect to have a personalized, voice-first, one-on-one dialogue with their favorite brands.

Here’s what is sounded like:

Audio Tease:

“When something new appears using the best-in-class technologies, including various electronic assistants and tools, this is likely to get your interest, right? If you agree, respond after the tone.”

Response if a user was interested:

“The Volkswagen Multivan 6.1 raises the bar in its class — a new design with a digital interface featuring many electronic assistants, you can learn more in the page which will open now.”

Response if there was no interest:

“Not ready to learn more now, no problem, you’ll always have the opportunity to do so. All information about the new Multivan 6.1, including the system Upconnect, allowing you to listen to your choice of music streaming services is on the Volkswagen website.”

Response if silence:

“No need for words, the Volkswagen Multivan 6.1 speaks for itself, a comfortable and maneuverable, commercial-class van with an impressive array of electronic assistants, and of course, you can continue to listen to your favorite music streaming service in it”

VW Multivan 6.1 Voice Dialogue Campaign target:

- Engage users in a dialogue with the brand

- Build awareness of the Volkswagen Caravelle City Multivan 6.1

- Drive users to a specific landing page

Voice Dialogue Campaign Results:

- Engagement rate — 12.03% users engaged in a dialogue with the brand

- Of all the users who engaged with voice responses, the share of those who confirmed interest was 14%

- Upon their statement of interest, the landing page of the Volkswagen Caravelle City opened. CTR comprised 2.32%

- In the case of other responses — users were informed of the advantages of this commercial van and its convenient interface for listening to music streaming services.

These levels of engagement and the resulting interest rate for a light commercial van are indeed impressive. We‘ll continue to work with Volkswagen and other automakers as vehicle purchase remains a highly emotional decision, whereby, the use of interactive voice dialogue creative provides an order-of-magnitude improvement over linear audio ads and mobile CTRs.