Objective
Global automotive leader Toyota faced a rapidly evolving market in Thailand due to disruption and competition from new EV brands. To maintain its position as the top automotive brand, Toyota partnered with the agency i-dac. Their goal was to drive sales during the critical Q4 peak season.
The campaign aimed to do three things:
- maximise reach among new audiences and
- build consideration through promotional creatives
- drive potential buyers into physical showrooms.
Strategy
i-dac identified the challenge of "offline blindness” – where actions happening outside of the digital ecosystem were unaccounted for. To solve this, i-dac used Adsquare Measurement to connect digital touchpoints across DV360 to real-world showroom visits.
The team used a mix of static banners for broad reach and tailoured video content to target specific audience segments (based on their model preferences). This dual-creative strategy allowed i-dac to identify precisely which tactics were actually compelling consumers to visit a dealership.
Execution
Adsquare’s Measurement framework provided a holistic view of the customer journey by using 100% SDK-derived, privacy-first location data. This data provided precise attribution across a diverse multi-channel mix.
Adsquare’s precise "visit-matching" process provided critical insights:
- Showroom attribution: Verifying that consumers entered a Toyota dealership following an ad exposure.
- Channel clarity: Comparing how social platforms performed against programmatic display in driving physical leads.
- Creative effectiveness: Analysing whether general promotions or model-specific videos were the primary drivers of dealership traffic.
Results
- Impressions: Achieved 109% of the planned KPI through a diverse and optimised media mix.
- Verified showroom footfall: Achieved 150% against the planned KPI, with a significant volume of potential car buyers tracked from ad exposure to the dealership floor.
- High-intent lead generation: Captured a robust stream of leads on the Toyota website, confirming the campaign's vital role in the wider sales funnel.
Key takeaways
With Adsquare’s intelligence, Toyota and i-dac were able to:
- Quantify the offline impact of digital campaigns, proving the direct link between online spend and showroom visits.
- Optimise creative deployment by identifying the most effective messaging for driving physical conversions.
- Sustain market dominance in a competitive EV landscape through precise, data-driven investment decisions.
Client testimonial
It was critical to include footfall visits tracking to conclude the importance of online marketing efforts to drive store leads. We are delighted with the results which helped validate the value Adsquare brings to our campaigns.
Adsadaporn ChundabuwAssistant Media Planning Manager at i-dac
Conclusion
By grounding their strategy in real-world outcomes, Toyota and i-dac successfully navigated the competitive Q4 peak season. The partnership between Toyota, i-dac, and Adsquare delivered impressive scale and tangible business impact in a modern automotive market.
Discover how Adsquare Measurement can prove the offline impact of your digital spend.