BMW uses remessaging solution to drive awareness of X1 model

Driving awareness of the new BMW X1 in the competitive car market was a challenging task requiring a unique and inventive strategy.  Microsoft Advertising Belgium delivered an innovative online strategy for this premium brand, focused on audience targeting using remessaging and additional initiatives across the Microsoft Media Network that generated 46% awareness of the new BMW X1 within four weeks of launch.


Campaign objectives:

• Improve awareness for the new BMW model

• Create awareness and attract new customers outside the typical BMW target market

• Conduct the BMW campaign exclusively online
  
  
  

Creative solution:

Microsoft Advertising worked with BMW to develop a digital strategy focused on two core advertising messages: an online competition offering winners a weekend-long test drive and the promotion of the BMW X1 Roadshow, touring throughout Belgium. Audience targeted ads, using audience remessaging, were essential to maximizing the effectiveness of the BMW campaign by reaching unique users, with no previous exposure to the campaign. The digital strategy also consisted of a variety of integrated digital media elements including Windows Live Messenger text ads, MSN Video, an MSN Homepage event, and the integration of Bing Maps to localize the roadshow tour. In addition, the BMW homepage played an important role as ads appeared on this location for several weeks.  The final campaign driver was sending a targeted e-mail marketing campaign to 45,000 potential customers.

Key results:

• More than 900,000 visitors to the BMW website, 9,320 competition entries and 3,010    weekend test-drives
• 46% increase in awareness of the new BMW model among those exposed to the campaign
• 8% growth in awareness of the BMW brand and 10% increase in purchase intent
• Ads achieved up to 65% spontaneous brand awareness outside of campaign impact and 70% post campaign exposure
• The implementation of the Microsoft Media Network audience remessaging solution maximized the campaign’s ROI by enhancing targeting accuracy and efficiency.

Click here to download the full BMW case study in PDF.

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