The Goal:

For BMW in the UK, driving awareness to its 7 Series model was about more than just publishing sleek ads for a luxury audience. To engage with its target consumer base, the renowned car manufacturer turned to mobile location technology to spark engagement with the right audience segment and direct customers from competing luxury dealers to BMW lots.

Our location solutions.

Proximity targeting competitor dealerships to increase brand awareness amongst the luxury car buying audience.

  • Audience targeting using Experian data to identify and reach high income individuals and luxury car drivers at home.
  • Retargeting audience members previously exposed to the BMW 7 Series ad, to re-engage throughout the day.

  • Store visitation beta study, using GroundTruth BlueprintsTM technology, to measure the footfall of exposed users.

  • Creation of high impact expandable banners as added value.

Results.

Case Study / BMW

Proximity Targeting successfully used location data to reach BMW UK’s core audience with the highest expansion rate, 3% above benchmark and indexed highest for driving people to BMW UK dealerships.

Audience Targeting is important for driving deeper engagement and brand awareness, which is key for a considered purchase such as a car. The audience had the strongest engagement rates which were 10% higher than proximity.

1 %

above benchmark

1 %

increase in engagement rates