A journey without limits: How Lynk & Co used pDOOH to scale dealership visits across Europe

Bridging the gap to an electric future

As the automotive industry shifts toward an electric future, breaking down consumer hesitation remains one of the most significant hurdles for emerging brands in the industry. In early 2026, Lynk & Co, the global mobility brand, launched a multi-market programmatic digital out-of-home (pDOOH) campaign to support the European rollout of its latest model - the 08.

Launched across five key European markets, the ‘Limit Less’ campaign was designed to transition the conversation from complex battery specifications to the practical, everyday reliability of the 08 model.

By partnering with Dentsu Sweden and leveraging Vistar Media’s advanced targeting and creative capabilities, Lynk & Co successfully positioned the 08 model — a plug-in hybrid SUV boasting up to 200 km of electric-only range and over 1,000 km of total range, as a practical alternative for drivers not yet ready to switch to fully electric.

The challenge: driving consideration for hybrid mobility across multiple markets

The key challenge for Lynk & Co was twofold: addressing the sense of 'range anxiety' fueled by Europe's developing charging infrastructure, and overcoming low brand familiarity across multiple new markets.

To combat this, the brand needed to reinforce the 08’s status as a category-defining long-range hybrid that offers an EV-like daily experience without the fear of being stranded on longer journeys.

The goal was to maintain a unified brand message across all five countries, while ensuring local relevance, ultimately moving consumers from broad awareness down the funnel to booking test drives and visiting local retail partners.

The response: proximity targeting combined with contextually relevant creatives

Vistar Media and Dentsu deployed a data-led strategy that combined precision location targeting with fluid, high-impact creatives, adapted for each market. The campaign was activated simultaneously across:

• Germany
• Italy
• Sweden
• Spain
• The Netherlands

Strategic proximity and contextual targeting

The campaign utilised point-of-interest (POI) targeting to reach urban consumers in high-traffic environments most likely to consider electrified mobility. By activating screens within a 3-15 km radius of Lynk & Co dealership locations and key retail partners, the strategy ensured that messaging reached potential buyers within a realistic driving distance of a showroom.

To ensure maximum visibility throughout the consumer's daily journey, the message was distributed across a diverse range of venue types:

• Urban panels
• Billboards
• Gas stations
• Grocery stores
• Parking garages

Creative approach: ‘The Flow’ concept focused on everyday driving scenarios

The creative strategy focused on a concept called ‘The Flow’, using a mix of static and 5–10 second video formats. These fast-paced creatives mirrored the physical driving experience, using seamless transitions between urban and rural environments to prove that drivers can move from daily commutes to weekend getaways with zero range anxiety

The results: delivering multi-market scale and measurable foot traffic 

The ‘Limit Less’ campaign delivered strong results across Europe, supporting both brand perception and measurable action across the purchase journey.

In total, the campaign delivered 38M+ impressions, with Germany accounting for over 10 million. Across all territories, the campaign drove consistent uplift in awareness and consideration, with particularly significant gains in Germany, where purchase intent rose by 450%. In Spain, a dedicated foot traffic study recorded a 228% lift in dealership visits. These results were achieved from relatively low initial baselines, amplifying the relative growth across key brand and behavioural metrics.

Germany: strongest impact on consideration and intent

Germany delivered the most significant impact across mid- and lower-funnel metrics, particularly among high-value audiences.

• Awareness: The campaign drove an 86% lift in awareness, ensuring roughly 1 in 4 exposed consumers (27%) are now aware of the brand.
• Consideration & intent: Strong uplift in consideration (+144%) and purchase intent (up to +450% vs baseline), driven from a low initial starting point
• Brand familiarity: Brand familiarity increased by 88%, with preference showing strong relative growth
• Key demographic: Highest performance observed among men and high-income audiences (HHI >€100k)
  

Spain: translating exposure into dealership visits

In Spain, the campaign stood out for its ability to convert awareness into measurable real-world action.

• Awareness & familiarity: Awareness grew by 27%, while brand familiarity showed steady growth with an increase of +78%
• Consideration & intent: Moderate uplift in consideration (+17%) and purchase intent (+15%)
• Brand favourability: The campaign secured a 71% lift in favourability, leaving 35%of consumers with a "(very) favorable" opinion of the brand.
• Foot traffic: A dedicated study by Spotzi revealed a 228% lift in store-visit conversion rates.
• Retail velocity: Visits to dealerships occurred within an 8-day window following first exposure and peaked dramatically within 0 to 2 days, with 1 in 435 exposed individuals visiting a store in Spain.

The Netherlands: building rapid market presence

In the Netherlands, the campaign accelerated brand visibility and competitive positioning.

• Rapid awareness: The campaign delivered a 18% lift in awareness, reaching nearly half of all exposed consumers (44%).
• Consideration & intent: Lynk & Co moved into 5th place for consumer consideration, achieving the highest uplift in the category (37%). Also, intent saw a steady 37% increase, resulting in 12% of the exposed audience to consider Lynk & Co for their next vehicle.
• Competitive preference: Brand preference rose by 86%, resulting in 6% of consumers citing Lynk & Co as their favorite brand.

Italy: strengthening consideration in a retail-driven market

Italy demonstrated strong performance in a market where physical retail remains a key driver of purchase decisions.

• Awareness: While other brands in Italy saw awareness decrease, Lynk & Co achieved an 18% uplift, ensuring over 1 in 4 consumers now recognize the brand.
• Closing the gap: A 18% surge in consideration (the highest in the category) successfully narrowed the gap with established leaders.
• Retail loyalty: Italian consumers remain heavily retail-oriented, with a 29% increase in purchase intent and a 75% lift in the likelihood of purchasing a vehicle at a physical dealership.

Sweden: building a strong foundation in a highly competitive market

In Sweden, the campaign established a robust foundation for future growth in a highly competitive automotive landscape.

• Familiarity & favorability: The campaign drove a 68% lift in brand familiarity and a 49% lift in favorability.
• Awareness & consideration: Awareness grew by 15%, while consideration surged by 38%, signaling a positive shift in perception for 1 in 4 consumers.
• Momentum: The 45-55 age group showed extraordinary lifts exceeding 200%, marking them as the highest potential segment for conversion.

From awareness to action: driving measurable impact for the future of mobility

Overall performance was driven by a combination of consistent cross-market execution and smart, data-led targeting. By aligning the campaign setup across regions, Lynk & Co was able to generate scalable learnings and continuously optimize performance over time.

A key success factor was the use of precision radius targeting around dealerships, which made the messaging highly relevant and actionable in moments where consumers were closer to conversion. This, combined with strong visibility in high-frequency, everyday environments, successfully reinforced brand recall and kept the brand top of mind throughout the decision-making journey.

The creative also played a vital role; by focusing on real-life usage and lifestyle rather than technical specifications, the campaign drove deeper engagement and made the brand more accessible to new audiences. Ultimately, this approach demonstrated that pDOOH can drive measurable retail impact, including increased foot traffic to local dealerships, making it a highly effective channel for automotive launches.

“ Working closely with Lynk & Co and Vistar Media allowed us to push both creative and media strategy further. Together, we built a campaign that was locally relevant, operationally efficient and capable of delivering measurable impact across Europe.”

Samuel Blom
Dentsu Sweden