BMW X5 Launch Online

Online Advertising, Advertising, Lead Generation

Background:

The BMW X5 has defined the benchmark for luxury Sports Activity Vehicles. While the new model, launched in March 2007, represented a significant upgrade for the X5, it also presented an opportunity to communicate a number of essential brand characteristics.

Brief:

Develop an interactive online advertising campaign to launch the new model that showcased the X5’s advances in automotive technology while recalibrating the benchmark for the class. Emphasising ‘Innovation’ as a significant brand facet for BMW was also essential.

Implementation:

Three ‘expanding’ online ads were developed, each focusing on three specific innovations in the X5, and each linking to a full screen explanatory video. The ads were sequentially targeted to viewers across three portals, ensuring all ads received optimum exposure.

Outcomes:

Overall the campaign achieved click rates stronger than the industry average. With high levels of interaction, sales leads and brochure requests were generated in excess of expectations.