Home › Resources › Yahoo!NZ Case Study: BMW NZ Summer Sale 2011 ›

Yahoo!NZ Case Study: BMW NZ Summer Sale 2011

Client: BMW
Target Audience: Luxury New Car Buyers
Agency: DraftFCB
Brief: Behavioural Targeting; Premium Channel Reach
Y!NZSolution: BT & Y!NZ Homepage

The Campaign

  • With all the major automotive brands advertising heavily and offering significant discounts, it can be difficult to stand out from the noise. Digital channels have become crucial in the automotive buying process, influencing and shaping perceptions and providing the resource to make an informed decision
  • The role of digital in the purchase path, along with the high usage of the medium by BMW’s core audience mean a strong digital media strategy was required to reach and connect with the audience and drive a strong start to the year’s sales

Y!NZ Solution

  • In 2011, the entire Summer Sale media budget was committed to digital. A high impact display campaign was planned to reach those with a high propensity to purchase a new BMW, along with comprehensive SEM activity.
  • More than 80% of new car buyers conduct research on automotive sites. Premium display ran across several publisher sites, and behavioural targeting on Y! NZ to further reach new car buying researchers was employed. This combined with Y! NZ’s homepage gave BMW the ability to reach premium audiences at scale.

The Results

  • Ad performance for the campaign was exceptional, delivering nearly 27 million impressions and over 18,000 clicks to the BMW site, exceeding the traffic target by 35%
  • The campaign CTR was 43% greater than automotive benchmarks –an outstanding result given that luxury automotive historical performs lower than automotive overall
  • Visits to bmw.co.nz were up 92% on the same period in 2010, with page views up 51%, indicating digital had led to much stronger engagement than the traditional media used historically
  • The strong ad performance was a great indicator of success, but for BMW the real goal is to sell cars -BMW Q1 2011 sales exceeded Q1 2010 by 7% and market share rose 3% from 2010 levels
  • These results demonstrate the value of digital channels for automotive and the effectiveness of the media strategy
  • The outstanding success of the strategy and campaign earned DraftFCBthe Y!NZ Digital Strategy Award for Q1 2011.

>> Download case study


0 comments:


Leave your comment

Only available to logged-in IAB Members.