402 Automotive

The objective

Driving late ticket sales with scroll-stopping ad formats

402 Automotive has been an industry leader in car shows for over 28 years. Their events cater to a wide range of automotive interests. From supercars and car-tuning to oldtimers, youngtimers, electric cars, hotrods, and racing cars; serving enthusiasts across the Netherlands, Belgium, and even beyond Europe, including Dubai and Qatar.

@belgiumautoshow on TikTok has built a strong organic following of over 30K, largely thanks to the successful first edition of BAS a year earlier. The content focuses on captivating automotive fans with car showcases, event highlights, behind-the-scenes footage, and influencer collaborations featuring major names such as Enzo Knol and PogForever, along with a network of up-and-coming creators.

Their video content, both organic and paid, is designed to be visually compelling, often using high-quality footage of cars in dynamic settings, paired with trending music and popular editing styles.

402 Automotive promotes 24 events annually across the Netherlands, Belgium, and the Middle East. This particular campaign was a follow-up initiative aimed at giving the audience a final push to purchase tickets for the Belgium Auto Show.

The primary objective of the campaign was to drive ticket sales by reaching a broad audience of car enthusiasts likely to convert.

The solution

Grabbing audience attention with high-impact ad formats

To drive ticket sales during the first days of the event, 402 Automotive leveraged a high-impact ad format: Top Feed ads. Top Feed ads are a feed-type option for Reach & Frequency campaigns that place video ads into the first in-feed ad slot, immediately reaching the desired target audience.

Using a reach objective, the main goal was to reach as many people as possible in Belgium after the first day of the event to convince them to come to the show, selling out the remaining event tickets.

The campaign was targeted to people in Belgium over the age of 18 and leveraged TikTok's smart algorithms to deliver the campaign to the most relevant audiences.

The campaign used three different videos:

• A video with the text overlay “POV: you go to BAS,” shot on a phone to give people the impression that they can create the exact same videos when they attend the event.

• A recap video of the first day of the event.

• A video using a viral sound with front shots of cars from the event, showing viewers the types of cars they can expect at the show.

The results

Successfully driving awareness and ticket sales with a tactical ads approach

This targeted campaign significantly boosted ticket sales for the Belgian motor event. Using the Top Feed ad format, it generated 246 ticket purchases (worth over €13,000) alongside more than 2 million video views, reaching over 1 million unique users with 88K six-second video views.

Their TikTok point of contact guided 402 Automotive in maximising the performance of the Top Feed placement and shared practical tips and creative inspiration for content that would best suit the ad format and campaign.

After testing the three different video creatives in the campaign, 402 automotive gained valuable learnings about their audience and ad performance, confirming that TikTok users respond better to authentic, realistic videos.

Beyond the headline metrics, the campaign also boosted awareness of 402 Automotive and its events, especially across Belgium, expanding their audience for future campaigns.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.