In today’s media landscape, creating meaningful brand impact requires more than just a powerful product and content – it takes smart partnerships. The success of Prisa and Stellantis’ Leadmotor campaign for a new electric vehicle brand in Spain illustrates how collaboration between brand and media partner can unlock creative innovation and measurable business results.
Stellantis worked closely with Prisa, Spain’s leading audio publisher, to tap into the power of targeted, personalized audio integrations to reach its ideal audience and co-create a campaign strategy tailored to the brand’s objectives.
Authentic engagement for a new electric vehicle (EV) brand
When automotive giant Stellantis set out to launch Leadmotor, its new electric vehicle brand, they had a clear goal – to position Leadmotor as a trustworthy, innovative electric vehicle choice for a specific audience:
- Men aged 25–45
- Leading active, mobile lifestyles
- With medium-to-high purchasing power
- Motivated by trust and authenticity in their purchase decisions
The strategy needed to be highly targeted, emotionally resonant, and natural. The challenge was not only reaching this audience, but doing so in a way that felt natural, personalised, and credible.
Personalized, pre-recorded podcast integrations
Instead of traditional ad formats, Prisa Audio recommended 40-second pre-recorded integrations, a format designed for seamless, content-aligned advertising within podcasts. These integrations were:
- Tailored to specific podcast categories (e.g., sports, tech, culture) that best matched the target audience
- Pre-recorded by trusted voices: radio hosts and podcast personalities familiar to listeners, creating authentic experiences and relevance
- Delivered programmatically, with real-time audience segmentation based on device, geolocation, and listening platform
By aligning each message with the tone and topic of the podcast, Prisa ensured the campaign did not interrupt the listening experience but rather became part of it.
Performance and Results That Resonate
The campaign delivered exceptional results:
- 100% full-listen rate across all impressions
- High level engagement
- Significant increases in message recall and brand credibility
Because the integrations felt like genuine recommendations rather than ads, audience trust was preserved and enhanced – a crucial factor for a new brand entering the competitive EV market.
Moreover, the format’s flexibility allowed for continuous optimization, as the campaign progressed, Prisa tracked which categories and messages performed best and redirected budget and effort accordingly.
Why It Worked & Business Benefits of Smart Audio Advertising
In a world where attention is scarce and audiences demand relevance, strong partnerships between brands and media companies are essential. By working hand-in-hand, Prisa and Stellantis turned a product launch into a trust-building, audience-first success story. The campaign highlights that:
- Personalized audio = powerful performance. Ads aligned with content categories and voiced by trusted hosts drive stronger listener attention and retention.
- Programmatic delivery enables scale without sacrificing relevance.
- Non-intrusive formats improve user experience and brand perception.
- Optimization based on data leads to better ROI and smarter spending.
Following the success of the Leadmotor campaign, Stellantis is already planning additional collaborations with Prisa using the same model. For brands launching new products and media groups offering tailored advertising solutions, this case proves that the right message, delivered by the right voice in the right context, makes all the difference.
egta members can view the presentation of the case at the 2025 CEO Summit here.
Source: egta.com
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