Australian advertising technology provider, Cartelux, is partnering with the Ford Motor Company and Google which will see its centralised digital marketing solution rolled out across Ford’s dealer network in the Association of Southeast Asian Nations.
The member countries of ASEAN include Thailand, Brunei, Cambodia, Indonesia, Laos, Malaysia, Phillipines, Myanmar, Vietnam, and Singapore.
Cartelux announced the partnership at Google’s Think Dealer APAC event where Cartelux presented the keynote, along with speakers from its customers, Ford and Mini.
The program for Ford in Thailand began late 2021, followed by Southeast Asia. As part of Ford’s ongoing innovation partnership with Google, Cartelux technology allows Ford to drive local innovation by simplifying and automating the ad creation, approval and media buying process.
Cartelux enables dynamic personalisation and localisation of creative assets by each dealer, while delivering a consistent brand campaign for Ford. Using Cartelux, Ford dealers can create and amplify ad campaigns in 60 seconds, providing the ability to react quickly to changing market conditions.
“The Cartelux technology allows dealers to easily launch their own, personalised digital campaigns to drive more traffic and leads to their dealerships and their websites. It saves both time and money that dealers would otherwise have spent on setting up, producing and amplifying their own campaigns,” Ford Thailand marketing director Saruth Ingkavat says.
Being able to innovate and deliver campaigns quickly will enhance our agility within a complex and highly competitive retail market.
“Initial results have been highly encouraging. Beyond the ability for dealers to create fully compliant campaigns in less than 60 seconds and regardless of their digital literacy, Cartelux allows the OEM to control advertising in each dealer’s physical territory. We have seen significant search uplift in provinces where we are running Cartelux activity,” Ingkavat says.
“Cartelux allows dealers to participate in Google’s global knowledge pool, creating access to campaign professionality in a simple and time efficient manner. By partnering with Cartelux and Ford, we established a link between Google’s world class media targeting capability, retail networks and consumers, together we ensure the message is making the last mile to the right consumer and the right time. We saw search volumes for Ford triple,” Google Automotive Lead Irin Khandhajavana says.
Ford has also introduced Online to Offline tracking (O2O), to measure those exposed to the campaign online who then go on to take an offline action such as visiting a dealer or purchasing a car. This innovation takes tracking beyond standard media analytics and provides a 360-degree view of campaign performance and how online efforts drive offline action. Allowing professional performance marketing for each individual dealer.
“Google’s partnership with Ford is transforming how automotive businesses innovate,” Cartelux global general manager Patrick Doble says.
“We’re excited to partner with Google to enable Ford to further improve customer experiences with differentiated technology and personalised services.”
Initially adopted by the automotive industry, the need to solve video on a global scale has seen Cartelux secure several new multinational clients across a range of verticals. Cartelux is enabling national sales companies and their local area marketers to leverage the power of scalable video on a local, regional or global scale.
The company is seeing significant growth both domestically and internationally and announced key hires to the executive team: Hervé Genin, General Manager EMEA, last year, and Kristin Harder, Global Head of Strategy and Partnerships, this year.
