BMW
Connecting with consumers before the competition does
Year:
2019
Capabilities:
Advanced Analytics.
Media.
FCB/SIX.
Problem
The ultra-luxury shopper is in-demand and ultra-elusive. Buying trends show that they are incredibly hard to reach and don’t respond to “traditional” marketing efforts. We needed a new way to introduce this high-value target to BMW’s new ultra-luxury lineup as they’re actively avoiding new vehicle marketing.
Insight
For our luxury audience, Google data and Ipsos research revealed that 33% of car purchase journeys are triggered by the move into a new home.
Strategy
Make BMW’s lineup an unexpected and welcome part of the home-buying journey.
Solution
We partnered with real estate agencies to embed our vehicles into their high-end home listings and open houses. We turned online real estate listings into online BMW ads and used display media to geo-target affluent neighborhoods and reach likely luxury buyers. For our most valuable audience, we took it a step further and turned driveways into showrooms creating an experience no one could resist.
4th Consecutive Year Named Top 3 Global Network Promoting Good Causes
2020 Global Agency of the Year
2020 & 2019 A-List & 2020 Best Places to Work
2020 Global Network of the Year
2020 Most Awarded Network
2020 Design Agency of the Year
2020 Top Places to Work
2019 North America Network of the year and 2019 Top 3 Global Network