Havas delivers reach and scale for Roshfrans


Roshfrans is a Mexican automotive specialist, selling world-class care engine oils and care supplies. They worked with Havas to drive a campaign aimed at achieveing reach, scale and awareness of their Voltro product line.

  • KPI: Impressions
  • Target audience: Buyers of oil, car accessories and vehicles

One of the main challenges was to achieve the number of impressions requested, while achieving the target CPM.

  • Target CPM: $150-$160 MXN


Havas used the MediaMath platform to deliver a display campaign for Roshfrans’ Voltro product. Several different display formats were used to improve scale.

For targeting, Havas used Retargetly’s audience segments, and aimed the campaign at users aged 25-65, skewed towards men, within Mexico.

A blocklist was also applied to guarantee brand safety.


The campaign outperformed its benchmarks: deliving a CPM 50% lower than anticipated.

  • Target CPM: $150-$160 MXN
  • CPM achieved: $100 MXN

Month on month the campaign improved its performance. CTR also outperformed benchmark by 10%.


Havas SA is a French multinational advertising and public relations company, headquartered in Paris, France. It operates in more than 100 countries and is one of the largest advertising and communications groups in the world. Havas consists of three main operational divisions.

Roshfrans offers formulation, elaboration and commercialization of antifreeze, additives, specialties, lubricating oils and greases.