Raising the Bar in Media Quality Across the Open-Web to Drive Business Outcomes
The Client
Stellantis is one of the world’s largest automotive manufacturers and a leading player in Brazil’s car market, with Jeep
alone ranking firmly inside the national top-10 brands. With a robust portfolio of iconic brands, including Fiat, Jeep, Peugeot,
Citroën, and Ram, the company combines innovation, performance, and sustainability in its global strategy.
Jeep has become a reference player in Brazil’s SUV segment, holding more than 14% of SUV sales (as of early 2024). In Brazil,
Stellantis holds a prominent position at the top end of the SUV range with the Jeep Commander, which has sold over
50,000 units since its 2021 launch and leads the D-SUV / seven-seat SUV segment with sizeable -14% market share among
large SUVs.
The Challenge
Jeep range redefined the SUV segment in Brazil. Its leadership position, however, came with heightened competitive expectations. By late 2024 the brand faced a unique, high-pressure challenge from two distinct directions:
- Traditional Rivals:
Other established brands which often remain as default aspiration for many buyers looking for a larger SUV. - The Tech Disruptors:
New competitors (with many dynamic Chinese brands among them) – differentiating themselves through competitive pricing and innovation in electrification and smart technologies.
While Jeep’s utility credentials were well established, competitive pressure from tech-forward challengers risked shifting attention away from emotional brand appeal. The goal was not about generating clicks, it was about reigniting brand desire – proving that “Tech” is cold, but “Jeep” is a sophisticated lifestyle.
This is an impossible task if the campaign reaches the wrong people! In the automotive sector, standard targeting often fails because it cannot distinguish between people interested in cars and actual intenders (people “in market” for a car).
Data is crystal clear: while millions consume automotive content daily, the average consumer only buys a car every 8-10 years. The “Car Enthusiast” may read car blogs every day and watch reviews on YouTube – but isn’t buying a car for another 5 years.
“The Intender” can be a person who is NOT even that much into cars, but is actively comparing financing, checking trunk space, and configuring models.
Up to 70% of automotive ad impressions are wasted on “Enthusiasts” who have no purchase intent. Jeep needed to stop preaching to the choir and start talking to the buyer!
The Strategy
Stellantis & EssenceMediacom partnered with Adlook to deploy a strategy that prioritized High-intent Traffic and Attention over simple reach.
We started with identifying the “Real” Buyer with Adlook’s proprietary Deep Learning technology to analyze thousands of data points in real-time. The algorithm filtered out the “Car Fans” and zeroed in on users exhibiting high-intent signals – those in the “Exploration & Evaluation” phase of the funnel.
Capturing attention required more than static banners. The creative had to instantly express Jeep’s utility and differentiation. Adlook Creative Lab delivered interactive formats built as a “showroom on the screen” where users could virtually pack the vehicle’s trunk directly within the banner This turned passive viewing into active mid-funnel engagement, strengthening brand love & shortening the path to the dealership.
Simpler Call-to-action creatives drove more cost-efficient sessions to the brand’s website. For that, we leveraged Adlook’s proprietary Deep Learning technology, specifically High-intent Traffic, which uses an advanced neural network to optimize the campaign for high-quality sessions.
Leveraging engaging creatives, high-attention placements and high-intent audiences proved to be a powerful combination – successfully driving ambitious Branding (+35.6% ad recall lift) AND Lead-generation goals (9x traffic volume, Cost per Session reduced by 19%)!
The results
The collaboration quickly turned into a repeatable success formula:
- Jeep Commander achieved a 35.6% lift in ad recall.
- Deeper-funnel campaigns reached 11% lower cost per session than Stellantis’ benchmark
- Volume increased 9x month over month, while still reducing cost per session by 19%.
Through the Client’s Eyes
Our collaboration with Adlook was truly instrumental in boosting our ad recall. Using their Creative Lab and High Intent Traffic tools, we effectively cut our cost per session by up to 19%. The Adlook team was a pleasure to work with, and their continuous adjustments consistently improved our campaign results.”
Adlook helped us raise the standard of quality and efficiency for Stellantis campaigns across the open web. The combination of creativity, attention-based optimization, and proprietary technology delivered more qualified sessions, lower costs, and a significant lift in recall. This partnership was key to moving further down the funnel and evolving our digital strategy for both brands.”
Looking ahead
As the partnership grows, Stellantis and Adlook will continue building on this foundation – enhancing creative effectiveness with attention insights, optimising deeper-funnel actions, and expanding Open Web activations across upcoming model launches. There is still room to unlock more efficiency and scale as the portfolio evolves.
Through Adlook’s Eyes
We’re thrilled to see this partnership evolve toward a market defined by greater transparency and reliability. Our goal is to help Stellantis achieve lasting success, we work tirelessly to stay ahead and keep raising the bar.”
