Driving Smarter Connections: How Volkswagen Sweden Used Perion's Journeys Solution to Reach Owners of EV Brand with Precision.
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.