When Volkswagen launched its B-SUV, the 2017 Atlas, it was being majorly outspent by competitors. Touché decided to use a data-driven TV buying strategy to wring the most out of the brand’s smaller budget. The agency scraped data from AutoTrader.ca to identify potential Volkswagen and SUV buyers and built out segments based on these audiences. This was then shared with Rogers, who used the data to isolate audience viewership patterns and create a broadcast schedule that targeted the four segments. The agency took the targeting even further, building a custom script to align the account’s bidding strategy with TV logs.