The BMW Summer Sale 2011 implemented a full digital media strategy that utilised high impact display on automotive and premium sites in order to reach already engaged people with a high propensity to purchase a new BMW.
“The decision to have a digital only campaign was smart as it mirrored the behaviour of the target audience,” says Laura Maxwell-Hansen, General Manager of Yahoo! New Zealand. “The role of digital in the purchase path, along with the high usage of the medium by BMW’s core audience meant a strong digital media strategy was essential to reach the niche market”BMW identified that more than 80% of new car buyers conducted research on automotive sites, so they ran display on specifically targeted websites including; Yahoo!, Autotrader, NZ Herald motoring, TradeMe Motors, the NBR and Scoop to gain reach into premium audiences.
“Each digital media decision was approached in a unique way that ensured maximum impact on audiences in the most cost-effective way” says Maxwell-Hansen. “While the campaign was simple, it was done in a way that consumers couldn’t miss the key messages”
The Yahoo! New Zealand’s Digital Strategy Awards for Q1 were judged by regular DSA judges Laura Maxwell-Hansen and Helen Baxter, who were joined by guest judge Gavin Pook, Marketing Manager, Red Bull.“The results speak for themselves,” says Helen Baxter, Managing Director of Mowhawk Media. “The campaign managed to achieve nearly 27 million page impressions and a click through rate that was 43% more than automotive benchmarks, leading directly to a 7% increase rise in sales and a 3% increase in market share. Gavin Pook agrees, “It was a well thought out campaign that achieved not only great media results but delivered sound business goals for BMW"