BMW DM URBAN AND SPORT by OgilvyOne Madrid

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URBAN AND SPORT

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Industry Cars
Media Direct marketing
Market Spain
Agency OgilvyOne Madrid
Executive Creative Director Jesús Rasines
Creative Director Diego Gonzalez, Marta Bodas
Art Director Raul Varona, Debora Martín, Sara Moreno
Producer Moises Denches
Released September 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: BMW SPAIN
Product/Service: BMW SERIE 1
Agency: OGILVYONE
Executive Creative Director: Jesús Rasines (Ogilvy Spain/OgilvyOne)
Creative Director: Diego Gonzalez (Ogilvy Spain/OgilvyOne)
Creative Director: Marta Bodas (Ogilvy Spain/OgilvyOne)
Art Director: Sara Moreno (Ogilvy Spain/OgilvyOne)
Art Director: Debora Martín (Ogilvy Spain/OgilvyOne)
Art Director: Raúl Varona (Ogilvy Spain/OgilvyOne)
Writer: Rodrigo Moñino (Ogilvy Spain/OgilvyOne)
Writer: Antonio Bonachera (Ogilvy Spain/OgilvyOne)
Producer: Moises Denches (Ogilvy Spain/OgilvyOne)
Audiovisual: Lissette Mireles (Ogilvy Spain/OgilvyOne)
Writer: Maria Ingelmo (Ogilvy Spain/OgilvyOne)
Media placement: Internet - Internet - Septembre 2011
Media placement: Mobile - Mobile - September 2011
Media placement: Direct Marketing - Direct Marketing - September 2011

Describe the brief/objective of the direct campaign.
Starting point (background):

On 22 September 2011, BMW launched the new BMW 1 Series with a great new feature: for the first time, a BMW model has 2 lines with features that define their natures from the outset, thereby introducing a very innovative concept in the brand that is decisive for its market positioning. The new BMW 1 Series is presented with the Urban and Sport lines and with an international concept: One origin. Two originals.

The 2 lines are the stars of a campaign where all the areas of BMW España's marketing department are co-ordinated, and whose common link would be www.cualestulinea.com, created and developed by the agency.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Everyone is the way they are, and sees life their way. That is why we created the first campaign that can be seen from 2 points of view.

One reality. Two perspectives.

Explain why the creative execution was relevant to the product or service.
The centre of the action was the microsite www.cualestulinea.com, which became the link where the launch strategy for CRM, Communication and Events came together. A website that is really 2 combined, 'One reality. Two perspectives'.

To see them separately, users had to put on special glasses that let them choose the perspective from which they wanted to see life: Urban or Sport. 2 ways of seeing life through 2 simultaneous realities that establish a direct parallel with the 2 lines from the new BMW 1 Series. Only one of these realities is viewed depending on the glasses used (Urban or Sport).

These glasses could be ordered online or a smartphone application could be downloaded that achieved the same effect.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Quantitative objectives: generate 4,000 new leads

Number of visits to www.cualestulínea.com one month after launch: 115,000
Actions that generated data capture:
- Requests for glasses: 2,050
- Requests for product information: 2,650
- Requests for product tests: 4,990

Acquisition costs: €13.42/person
Online appearances: 4,730

Qualitative objectives:
Both BMW España and the agency are very satisfied with the results.

On the first day there were around 45,000 visits to www.cualestulinea.com, more than 100,000 unique visitors per month with an average of 1,000 new users per day. This also translated into an increase in interested parties requesting more specific information about the new BMW 1 Series that we trust will translate equally into sales.