Challenge:
The UK car market has faced significant challenges from chip shortages, supply chain disruptions, and rising costs. These were further intensified by the government's ambitious ZEV Mandate, which requires that 22% of new car sales be electric by 2024. Stellantis, with its diverse portfolio of 8 brands and over 30 models, encountered internal competition that made it harder to stand out in a crowded and evolving marketplace. The company needed to enhance brand perception, increase website traffic, and drive EV sales in a competitive and rapidly changing environment.

Solution:
To tackle the challenge, we shifted this approach by using advanced audience targeting through Publicis Groupe's Epsilon CORE ID technology. Instead of competing for the same broad audience, we tailored bespoke audiences for each brand using contextual AI and first-party data. This allowed each brand, from Peugeot to Jeep, to target unique, engaged audiences based on interests such as beauty, home improvement, and healthy lifestyles. The campaign covered the entire funnel, engaging prospects through Display, CTV, and OLV to drive awareness and sales.

Result:
Stellantis achieved one of the highest EV sales mixes in the market, surpassing key competitors and improving brand perception. The campaign saw a significant boost in on-site traffic, lower funnel engagement, and overall marketing efficacy. This strategic shift positioned Stellantis as a leader in the EV market, successfully navigating a highly competitive and complex environment.