Volkswagen aims to leverage Dynamic Creative Optimization (DCO) technology to manage its digital communication strategy in an automated and flexible way.
The challenge is to deliver advertising messages across multiple display formats, with content that adapts in real time to the brand’s commercial priorities, while simplifying operational management through centralized updates of information.
The main objectives are to:
Automate creative personalization across the entire product range, without multiplying manual variations
Improve retargeting efficiency by exposing users to always up-to-date models and offers
Increase operational agility by enabling automatic updates of prices, models, and legal disclaimers via a data feed
Ensure regulatory compliance through the automatic integration of mandatory disclosures (CO₂ emissions, legal mentions)
The setup is based on a combination of dynamic model rotation and automated synchronization of product information.
The displayed model is not fixed: the creative automatically selects one of the vehicles defined as active, allowing delivery to be adjusted according to current commercial priorities.
Each banner is built in real time using a product feed, updated on a monthly basis, which automatically populates the creatives with:
Vehicle visuals and animation types
Commercial offers (starting price or leasing rates)
Mandatory technical data (CO₂ emissions)
Textual content and legal disclaimers associated with each model
This approach ensures creatives that are always up to date, consistent, and compliant, without requiring any technical intervention on the banners.
