Barna Wagen · Audi
64 cars sold in a 6-day event for the official Audi dealership in Barcelona.
Barna Wagen is the official Audi dealership in Barcelona, with two sites and a sales model built around intensive commercial events: the Días Especiales. In 2018 they tasked us with digital lead generation for two editions of the event: July and October. The challenge was to fill their salespeople's diaries over 3 days with real buyers, not browsers. Every lead had to be someone with genuine purchase intent and a willingness to visit the dealership.
The work spanned media strategy, creative design adapted to Audi's Brand Guidelines, dedicated landing pages for each edition, the set-up of Google Ads and Facebook/Instagram Lead Ads campaigns, and SMS marketing to the existing customer base.
The premium Audi range at the heart of the campaign
The highest-volume model across both campaigns. The star of the search and social ads.
The highest-volume model across both campaigns. The star of the search and social ads.
A high-value compact SUV, particularly sought after by the 45–54 male profile.
The top of the range. Lower volume but a higher ticket, captured mainly via Google Search.
Filling two dealerships' diaries in just 3 days
Barna Wagen's Días Especiales are intensive commercial events: the full sales team, extended hours and exclusive terms for the buyer. For them to work, the diary needs to be packed with qualified visits from day one.
The challenge wasn't to drive website visits or brand awareness. It was to get people with a genuine interest in buying an Audi to book an appointment at the dealership within a very specific time window. The lead had to be contactable, available on the event dates and have a clear intent to buy.
Four channels. One shared goal: the dealership appointment.
Two campaigns. 1.054 leads. 64 sales.
In both editions Google captured fewer leads than social media, but at a far higher conversion-to-sale rate.
64 cars sold across 6 days of events. Google converted 3 times more than social media.
The combination of Google Ads and Social Ads proved especially effective for the premium automotive sector: the former captures active purchase intent and converts at a far higher rate; the latter generates the volume needed to feed the funnel at a competitive cost per lead.
The buyer profile that converted best was consistent across both campaigns: a man aged 45 to 54 actively searching on Google, which allowed us to refine the targeting of the second edition and improve the Google Ads conversion rate even further, rising from 12,42% to 14,89%.
"The 2018 Días Especiales were the most productive I can remember. Having the diary full from day one, with real, high-end buyers, is exactly what we need to make this kind of event work."
Want results like these?
Tell us your challenge and we'll show you how we can help you grow through the digital channel.
Let's talk about your projectMore success stories
View all
Want results like these?
Tell us your challenge and we'll show you how we can help you grow in the digital channel.
Let's talk about your project