Regit & DBS Data unite to transform automotive marketing

Regit and DBS Data have formed a partnership to enhance automotive marketing by combining vehicle insights with targeted offline marketing strategies.

The collaboration between Regit and DBS Data is set to change the way brands engage motorists by utilising Regit's first-party vehicle data, collected from over four million motorists, to launch personalised and data-driven campaigns. DBS Data's expertise in actionable communications and advertising will integrate with this data to develop precise targeting strategies.

This new alliance intends to use anonymised data matched securely to create comprehensive customer profiles that align with specific brand objectives. These objectives include targeting owners of petrol and diesel vehicles who may consider switching to hybrid or electric options, identifying valuable car owners, and engaging motorists affected by Clean Air and Low Emission Zones.

The partnership aims to support motorists transitioning to electric and hybrid vehicles by delivering relevant messaging on significant opportunities, such as insurance, warranties, service packages, and more. The data gathered will help keep motorists informed throughout their vehicle ownership journey, including reminders for insurance policy expirations or upcoming MOTs.

The joint venture comes at a time when 59% of motorists reportedly plan to make their next vehicle purchase an electric or hybrid model. This represents a significant shift towards sustainable transportation, with the collaboration focused on aiding consumers at each stage of this transition.

Rob Carnaby, Head of Agency & OEM Partnerships at Regit, articulated the impact of their data capabilities, saying: "We hold first-party data on millions of UK motorists, and a key part of our strategy is using these insights to help our partners engage more effectively. With our data, we can identify exactly where a motorist is in their car ownership lifecycle and whether they're considering their next vehicle, if they need help and support with clean air zones or if they're exploring the switch to a lower emission vehicle."

Carnaby also noted the extension of their collaboration with DBS Data, stating: "Our partnership with Sky Media was a world first in automotive, and now, with DBS Data, we're extending that capability into offline communications. By combining our insights with DBS Data's expertise, we can deliver truly tailored campaigns. Our work with them will unlock new opportunities for brands to connect with drivers in meaningful ways."

Dan Barnett, DBS's Head of Growth, said: "We have a proven ability to reach households in a targeted and engaging way. Together with Regit's unrivalled vehicle data, we can help automotive brands reach the right audiences with the right messages at the right time - whether that's supporting EV adoption or offering aftersales services."

Barnett further explained the importance of these insights, adding: "For example, Regit's data shows how over three quarters (76%) of consumers expect to be less brand loyal in the EV era. Brands working with DBS Data can leverage Regit's insights to identify key moments in the car ownership journey, enabling them to educate, engage and influence purchasing decisions more effectively."

Jasmin Singleton, Business Development Specialist at Citipost Mail, remarked on the significance of this partnership, stating: "Targeted offline campaigns using sector-specific data such as that provided by Regit via DBS is a real game changer for brands and agencies."

Singleton also highlighted the resurgence of physical marketing methods, noting: "The resurgence of physical marketing channels such as Direct Mail is down to their effectiveness in reaching new customers. Accurate data has enabled this resurgence, so I am excited to hear of this partnership and look forward to helping brands communicate with motorists."