Fully electric, but under pressure of competition
Challenge
BMW launches the X1 fully electric for the first time in 2022. The competitive pressure in the segment is high. The challenge is to present the driving experience in the newcomer in such a way that we stand out from the existing models and competitors and users decide in favour of the BMW iX1 across all funnel phases.
Pioneer promise x Experience Media
Solution
We gain users step by step by delivering non-stop surprising content, new media formats and exclusive content in successive campaign phases until they want to experience the driving experience in the BMW iX1 for themselves and make an enquiry. Our data-centric control across the individual funnel phases makes it possible to effectively accompany the customer journey and optimise it specifically for conversions. We increase the complexity of the digital formats for each campaign phase. With newsletters, content marketing, interactive adverts, videos that bring the vehicle to life and contextual targeting, we use a wide range of experience media to fulfil the pioneering promise of the iX1.
The result is outstanding compared to a campaign for a similar model and similar duration. The strategic planning approach, both in the selection of formats and in the mechanics along the sales funnel, fulfils its purpose and leads to above-average results in all metrics (quote requests, number of units sold, lower CpX) and gives the new model a strong start in visibility and sales!
Results
"Maximum attention resulting in requests for quotations for the new BMW iX1 - we achieved this with our full-funnel strategy in conjunction with our data-centred control of exclusive and high-quality digital assets."
Director Digital Communication
Mediaplus Austria
Key Takeaways
#1
höhere Performance durch impact-driven Media
#2
in einer Full-Funnel-Strategie ist Abwechslung in Format und Botschaft das A und O
#3
Performance Marketing muss nicht kleinteilig sein, sondern darf beeindrucken.
