Automotive

Objective
The brand sought to increase awareness and foot traffic for its latest car model across showrooms in Singapore. Rather than relying on broad auto-interest audiences, the client needed a data-led strategy that could isolate genuine purchase intent—reaching active car buyers with precision, relevance, and scale.

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Data Strategy

1. High-Intent Car Buyer Identification

   • We analyzed search and behavioral intent data to identify individuals actively researching new car purchases in Singapore.

   • To separate prospective buyers from casual enthusiasts, we focused on deeper indicators such as:

     • Searches for price comparisons and financing options

     • Visits to car dealership and showroom locations

     • Queries around technical specifications and model comparisons

   • This ensured the audience was composed of true purchase-intent consumers.

2. Vehicle Owner Verification via Location Data

   • Using geofencing technology, we mapped devices appearing at authorized servicing centers and car showrooms across Singapore.

   • To maintain data accuracy, devices showing persistent daily presence were blacklisted—filtering out staff and employees.

   • The resulting dataset represented verified vehicle owners or active buyers engaging with the automotive ecosystem.

3. Competitor Showroom Audience Insights

   • We extended the same location-based methodology to include other automotive showrooms, identifying audiences who had demonstrated cross-brand consideration or were actively in the market for a new car.

   • These insights informed competitive positioning and message timing.

4. Cross-Device IP Targeting

   • Using IP address mapping, we extended reach to the connected TVs and home devices of high-potential car buyers.

   • This allowed the brand to maintain consistent visibility and message recall across household screens—reinforcing top-of-mind awareness during the research and decision phases.

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Results

• Intent-Based Precision: Identified verified high-potential buyers through deep search and behavioral analysis.

• Validated Mobility Data: Mapped real-world showroom visitors and car owners across Singapore.

• Omnichannel Reach: Extended engagement to in-home devices via IP intelligence, driving stronger brand recall.

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Impact
By combining behavioral intent, geospatial mobility, and IP-based insights, the brand gained a holistic view of its most valuable audiences—those actively shopping for cars and engaging with showrooms. This data-driven approach not only improved campaign relevance and media efficiency but also translated directly into increased showroom traffic and stronger purchase intent signals across multiple touchpoints.