BMW Promo THE BMW SWITCH by Publicis Singapore

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THE BMW SWITCH

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Industry Repair parts
Media Promo & PR
Market Singapore
Agency Publicis Singapore
Director Desmond Tan
Executive Creative Director Ajay Thrivikraman
Art Director Eugene Pua
Strategic Planner Ang Qian Ling
Released October 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: BMW GROUP ASIA
Product/Service: BMW PERFORMANCE PARTS
Agency: PUBLICIS SINGAPORE
Executive Creative Director: Ajay Thrivikraman (Publicis Singapore)
Head Of Art: Kris Ng (Publicis Singapore)
Head Of Copy: Jury Gregorio (Publicis Singapore)
Senior Copywriter: Ho Pei Ling (Publicis Singapore)
Art Director: Eugene Pua (Publicis Singapore)
Digital Art Director: Chin Weihao (Publicis Singapore)
Regional Producer: Lynn Cheng (Publicis Singapore)
Strategic Planner: Ang Qian Ling (Publicis Singapore)
Director: Desmond Tan (Salt Films)
Senior Copywriter: Ranadip De (Publicis Singapore)
Associate Account Director: Ben Wardle (Publicis Singapore)
Account Manager: Jeff Yeo (Publicis Singapore)
Media placement: Online - Youtube - 29 September 2011
Media placement: Online - Youtube - 3 October 2011
Media placement: Online - Youtube - 17 October 2011

Describe the objective of the promotion.
It’s easy to sell a car, it’s harder to sell parts of a car. A small part of a big business, BMW Performance Parts usually runs just one print ad a year. But parts need to be seen, felt and heard to excite hardcore petrol-heads – not read about. To create awareness, social media is the logical choice. Without a ready customer database to tap into, the cost per 'like' would be greater than Performance Parts themselves. To leverage social media’s power of referral, we needed an activation idea that will get people talking. That catalyst is the BMW Switch.

Describe how the promotion developed from concept to implementation.
To get BMW superfans to champion Performance Parts, we asked them to play a prank on their BMW owner friends… by switching their beloved muscle cars with a Performance Edition. Because Performance Parts are noticeably different, our victims’ responses were immediate and extreme! Once the gag was up, we offered our victims an exclusive test drive in their ‘pimped’ cars. Filmed content of their reactions were uploaded online on YouTube and our micro-site, as well as local car forums for BMW fans to watch, salivate over and comment in, and repost on their personal online sites if they want to.

Explain why the method of promotion was most relevant to the product or service.
Performance Parts are internal and exterior enhancements for existing BMWs. They need to be seen, heard and felt to be appreciated in person. Without an existing database to invite BMW owners to try out these parts, the BMW Switch is the most effective way of bringing across the clear improvements that Performance Parts bring to a regular BMW – even to BMW owners who don’t enhance their cars. Besides, its entertaining prank format appeals to the inner voyeur in each and every one of us, increasing the engagement level and in turn, gaining traction through the power of online referral.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Not only did international blogs like Autoblog pick up on this local campaign; in the first 4 weeks, BMW Switch videos generated over 350,000 views on YouTube alone as the No.1 watched car videos in Singapore. It also drew the highest online conversations – 71.2% compared to Mercedes Benz’s 3.52%. This awareness corresponded to genuine business results: sales increased by 35% over 8 weeks (15% beyond target) and there was a 60% uplift in new leads. For a campaign that cost only $48,000, that’s $16 per referral and $240 per lead – compared to $2,000 per lead that a print ad cost.