Nacita drive
Nacita Drive
Nacita Drive, a pioneering “Rent to Own” car program in Egypt, launched its first digital acquisition campaign to introduce the concept and generate qualified leads.
Facing low market awareness and a complex application process, we implemented a full-funnel strategy across Meta platforms, simplifying user journeys and optimizing for high-intent conversions.
The result: more than 10,700 leads collected through short forms and over 2,100 full applications submitted, with outstanding cost efficiency and lead quality across all stages.
Platforms We Used
May 2022 - August 2022
Time period
Awareness
Egypt
Target market
Leads
1.8
CTR
Applications
About Nacita Drive
Nacita Drive is an innovative vehicle ownership solution introduced by Nacita Automotive, one of Egypt’s leading mobility and logistics groups.
The program offers a flexible “Rent to Own” model, allowing individuals to drive a brand-new car with manageable monthly payments and the option to own it at the end of the term.
By combining accessibility with ownership benefits, Nacita Drive aims to revolutionize how Egyptians think about car ownership — particularly for young professionals and underserved market segments.
MAIN OBJECTIVES
✅ Generate Qualified Leads at Scale
Drive a high volume of short-form leads and guide them through the application funnel.
✅ Educate the Market About the “Rent to Own” Concept
Increase awareness and understanding of this unfamiliar model to encourage trust and consideration.
✅ Validate Funnel Performance for Future Growth
Test creative directions, targeting layers, and funnel behavior to build a scalable lead generation system.
OUR AUDIT
Strengths
✅ Nacita Drive entered the market with the backing of a trusted and established automotive group, which provided a solid foundation of credibility.
✅ The brand’s offering was genuinely differentiated — combining car ownership flexibility with affordability — which allowed for bold, high-impact messaging.
✅ Additionally, the team was responsive and agile, enabling rapid testing of creatives, copy, and lead form formats based on real-time campaign insights.
Challenges
Launching a new ownership model like “Rent to Own” in Egypt came with inherent challenges.
– The concept was unfamiliar to most target users, requiring additional education before prospects could confidently take action.
– Furthermore, the application process involved a relatively long form with multiple qualification steps, increasing the risk of user drop-offs.
– Finally, competition from traditional car dealerships and financing options created a need for precise messaging that clearly differentiated Nacita Drive’s unique value proposition.
Opportunities 🚀
Despite the challenges, our research uncovered clear opportunities for success.
✅ The lack of market saturation for “Rent to Own” models meant there was minimal competition in digital spaces — creating an opportunity for Nacita Drive to lead the conversation and establish early trust.
✅ Consumer behavior analysis also revealed strong demand for more accessible car ownership alternatives, especially among younger demographics seeking flexible financial solutions.
✅ Moreover, by optimizing the lead funnel and breaking down the education process into simple, digestible messaging across the ad journey, we had a clear path to drive qualified conversions at scale.
Compatitor and indusry analysis
Egypt’s automotive market is highly competitive, with an estimated annual value exceeding $4 billion in car sales and financing activities.
However, traditional ownership models — whether through direct purchase or standard installment plans — still dominate, leaving little innovation in flexible ownership solutions.
- Most automotive advertising focused heavily on brand awareness or dealership-specific promotions, with minimal emphasis on financial accessibility or ownership flexibility
This market gap presented a major opportunity for Nacita Drive to:
- Differentiate itself through educational content and financial empowerment messaging.
- Capture demand from underserved segments: first-time buyers, young professionals, and individuals seeking non-traditional paths to car ownership.
Strategy
Before launching the campaign, we conducted a full audit of Nacita Drive’s digital ecosystem to ensure optimal lead tracking and user flow management.
We:
Implemented Meta Pixel event tracking across short forms, full applications, and key website interactions.
Reviewed the application funnel for friction points, focusing on minimizing drop-offs between short-form leads and full-form submissions.
Ensured attribution clarity through proper UTM structuring across platforms.
With the infrastructure in place, our strategic approach centered around four pillars:
✅ Educating First, Selling Second
We built a content structure that gradually educated users about the “Rent to Own” concept — addressing potential doubts and highlighting benefits before asking for full commitment.
✅Short-Form Entry Point
We prioritized a short, easy-to-complete lead form as the first conversion step, reducing user hesitation and widening the top of the funnel.
✅Dynamic Funnel Segmentation
Top of Funnel (TOF): Awareness and education campaigns targeting broad interest-based audiences (mobility, financial flexibility, car ownership aspiration).
Middle of Funnel (MOF): Retargeting short-form leads with testimonials, benefit-driven content, and program walkthroughs.
Bottom of Funnel (BOF): High-intent retargeting for users who engaged deeply but hadn’t yet completed full applications.
Rapid Testing and Creative Iteration
Multiple messaging angles and ad formats were launched in parallel (educational videos, testimonials, financial comparisons) — with real-time performance optimization to scale the highest converters.
This strategy enabled Nacita Drive to overcome educational barriers, build trust quickly, and deliver an exceptional volume of high-quality leads at record-low costs.
Gallery
Impact Statement
The campaign helped position Nacita Drive as a digital-first innovator in Egypt’s automotive market, introducing thousands of potential customers to a new, more accessible ownership model.
By combining smart funnel architecture with trust-building content, we delivered scalable results and laid the foundation for a repeatable performance marketing strategy.
START PROJECT
with us
