BMW’s 50th Anniversary Campaign: A Targeted Approach to Drive Sales
To celebrate its 50th anniversary in South Africa, BMW launched a special retail offer aimed at attracting potential car buyers. The campaign focused on capturing the attention of ready-to-buy consumers and driving them to BMW dealerships.
Target Audience and Strategy
BMW identified two distinct audience segments with varying interests and household incomes to cater to their diverse preferences. The campaign strategy centered around mapping BMW dealerships as points of interest and creating custom audiences with affinities for luxury, lifestyle, and retail shopping. To further refine targeting, a venue layer was incorporated to identify Shell’s points of interest alongside BMW dealerships, and an affinity layer was used to pinpoint the ideal target audience.
Creative Execution and Activation
A diverse range of creative formats was employed across mobile web, apps, and desktop to reach high-quality audiences. While not all creatives featured a direct call to action, the campaign effectively guided users to BMW dealerships and online resources to find out additional information.
Key Performance Indicators (KPIs)
The campaign’s success was measured by key performance indicators such as awareness, web traffic, and dealership visits.
Results
The one-month campaign exceeded expectations, achieving a click-through rate that was twice the benchmark and a highly cost-effective dealership visit. The campaign generated impressive results, including:
- Impressions: 2,255,653
- Clicks: 23,236
- Cost per visit: R62.17
- Footfall traffic: 3,628
Conclusion
BMW’s 50th-anniversary campaign demonstrated the effectiveness of targeted advertising in driving sales. By leveraging semantic intelligence to create highly personalised audiences and employing a diverse range of creative formats, the campaign successfully captured the attention of potential buyers and drove them to BMW dealerships.
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