OVERVIEW:
Like many businesses, Kuni BMW of Beaverton, OR, was looking to grow its market share by taking some businesses away from the competition. The auto dealership also wanted to differentiate itself through its focus on customer service, and to make a particular impression with younger buyers, showing them that they could, in fact, afford a BMW.
STRATEGY:
For a multi-screen campaign focused on promoting the BMW 328i model, and a special $399/month lease offer. To reach many of those younger prospective customers with details of that affordable offer, the television portion of the campaign included popular networks like ESPN, FX, MTV, TNT and USA. Online, in-banner video advertising enabled customers to actively engage with the advertisement, viewing a video about the car model and then clicking through to the dealer’s website. Once there, an online customer service agent was available to provide prompt assistance.
SUCCESS:
- Market share increased to 59.3%.
- Sales of 328i model increased from 25 to 31 month-over-month.
- More than 1,500 online video views and 36 website visits.