Volkswagen Sweden x Perion Case Study

Objective

As part of its strategy to engage a niche, high-value audience, Volkswagen Sweden set out to reach drivers of a competing electric vehicle (EV) brand nationwide. Collaborating with Perion and their media agency PHD Media, the brand leveraged cutting-edge programmatic digital out-of-home (DOOH) to connect with this audience at scale.

Volkswagen Sweden’s primary goal was to identify and target current premium EV drivers and introduce them to its expanding electric vehicle lineup.

Solutions

Perion’s proprietary Journeys solution was at the heart of the campaign, enabling the team to match relevant audience routes to screen placements. By analysing unique data within Perion’s Journeys solution, we built three distinct audience profiles:

• Place-based EV Brand Owners: Identified via patterns of movement and location data with Perion’s Journeys
• EV Brand Location Visitors: Custom audiences frequently seen at showrooms, service centres, and points of sale associated with the brand
• EV Fast-Charger Users: Drivers actively charging their vehicles—an indicator of high usage

We then activated programmatic DOOH ads when and where audience concentration peaked, ensuring budget efficiency and maximum relevancy.

Results 

The campaign achieved exceptional targeting accuracy, with audience concentrations exceeding expectations:

• 99.99% audience concentration for Place-based EV Brand Owners among 876,071 total impressions 
• 96% audience concentration for EV Brand Location Visitors among 651,616 total impressions
• 98% audience concentration for EV Fast-Charger Users among 648,462 total impressions

These results demonstrate the power of audience-first planning and location intelligence in DOOH—driving hyper-relevant reach with minimal waste.

Testimonial

“We were content by the precision and performance of this campaign. Perion’s Journeys technology allowed us to identify and engage the owners of the specific EV brand with accuracy and reaching the right audience at the right time and place. The transparency of the reporting and the ability to measure audience concentration in real time gave us meaningful insights that can easily be extrapolated into our- and other markets. These kinds of smart, data-driven tools are something we strive towards at Volkswagen Sweden.”

Petter Mååg, Digital Media & Online Sales Manager, Volkswagen Sweden