BMW Premium Selection

Online Advertising, Advertising, Lead Generation

Background:

BMW Premium Selection is BMW’s used car programme. Approved vehicles must have been serviced by a BMW Dealer, been fitted with Genuine BMW Parts, have a complete BMW service history and pass a 100-point inspection by factory-trained BMW technicians.

Brief:

Develop online ads to maximise outcomes from a media buy on car portals where users could search by BMW or competitor series for used car results. The creative execution needed to increase click rates and acquisitions as well as awareness of BMW Premium Selection.

Implementation:

To increase relevance, vi implemented dynamic ad templates that matched content of the ad to the user's search. Combined with interactive, expanding creative that compelled the user to engage, the substance of the offering was clearly and effectively communicated.

Outcomes:

The launch of the new creative provided BMW Premium Selection with a more relevant advertising presence on car portals which, when combined with interactive content, more than doubled click-through rates and provided a 13% increase in acquisitions.