How Škoda Dealerships and Azira Generated 1.3K+ Visits Through a Tour de France Sponsorship Campaign
Key Insights:
Business Challenge:
With competing brands vying for attention at the Tour de France, the Škoda dealerships aimed to maximize their sponsorship investment by driving dealership foot traffic and car sales to demonstrate measurable ROI.
Solution:
The Škoda dealerships partnered with Azira to launch a data-driven digital advertising campaign that combined affinity audience targeting and personalized creatives during the Tour de France.
“Our collaboration with Azira on this campaign was exceptionally smooth. The team proposed a custom approach for each dealership that adapted to their specific constraints, leading to highly satisfactory results.”
Results at a Glance
Situation
Škoda dealerships have been a proud partner of the Tour de France for more than 20 years, supporting the race as a vehicle supplier. This high-profile sponsorship gives the brand unmatched visibility and creates a unique opportunity to deepen consumer engagement.
A group of nine Škoda dealerships wanted to capitalize on this sponsorship moment by pairing exclusive dealership offers with the excitement of the race. Their goal was not only to strengthen brand visibility but to drive more foot traffic to dealerships that convert into actual car sales.
Challenge
Major sponsorships like the Tour de France bring high visibility but also fierce competition from other brands, making it essential to prove ROI. For Škoda’s nine dealerships, the challenge was maximizing their sponsorship investment, going beyond brand awareness to convert their digital advertising into measurable dealership foot traffic and car sales.
Solution
Partnering with agency Ekstend, the Škoda dealerships turned to Azira for insights, precise audience targeting, and digital advertising activation and measurement. Leveraging its proprietary database of 40M+ unique profiles in France, Azira:
- Activated high-intent audiences by targeting car shoppers, cycling fans, and consumers living within dealership trade areas.
- Delivered dynamic, location-based ads promoting exclusive contests, paired with creative and messaging highlighting dealership offers.
- Maximized visibility across premium digital inventory with interstitial, MPU, and banner placements.
- Delivered dealership-level campaign customization with actionable reporting that provided mid and post-campaign insights to measure real-time impact and refine future advertising strategies.
Results
The competitive digital advertising campaign during Tour de France proved that sponsorships paired with precise audience targeting can drive impressive impact for dealerships:
- 1,305 dealership visits generated across nine dealerships
- 193K+ high-intent car shoppers exposed to targeted ads.
- €3.45 CPV delivering strong cost-efficiency, well below typical automotive CPV averages.
- Precise audience segmentation and dealership-level reporting optimized real-time campaign performance and return-on-ad-spend (ROAS).
With Azira’s insights, precise audience targeting, campaign activation, and measurement and attribution, dealerships can turn sponsorship moments into measurable impact, reaching high-intent car shoppers when it matters most and converting campaign engagement into dealership traffic and actual car sales.
Learn more about how Azira can benefit your auto dealership, or contact us today.