BMW M
E-CRM: Ultra-precise targeting + attention-grabbing storytellingBackground
BMW M – High Performance since 1972.
From luxurious luxury coupes to the most powerful X-models and customer sports vehicles: BMW M fascinates many different, car-enthusiastic target groups with its product range.
Online communication offers highly efficient possibilities to pick up on the wishes and demands of each of these customers and interested parties. As the agency responsible for BMW M’s worldwide CRM activities, we develop individual targeting strategies and creative ideas in social media and with interactive measures for lead generation for each newly launched model.
LinkedIn lead generation
Markets
Belgium, Poland, Netherlands, Switzerland
Models
BMW M2 CS Racing and BMW M4 GT4. The models are designed exclusively for the race track.
Target group
Well- to very well-off, mainly male, active racing fans. People who pursue motorsport as an ambitious and elaborate hobby as well as professionally committed male and female motorsport enthusiasts.
Users
Leads
Hot Leads
Earned Media
Get interactive!
Gamification, surveys, feedback instruments etc. involve the target groups in the communication. With these methods, the response rate can be pushed from approx. 1% to up to 5%. At the same time, the quality of the target group data can be continuously improved with the help of interactive experiences.
Response through interaction: gamification and feedback
Interaction through Living Ads
Market
Hungary
Models
BMW M3 and BMW M4
Target group
High interest in high-performance vehicles. Mostly male. Between 35 and 40 years old. High HH net income. The models are aimed at people who value agility and engine power as well as luxury in their vehicle.
Interactive formats
Wagawin develops various formats under the umbrella idea of “Living Ads”. This means that each format triggers a specific interaction. The interactive experiences are designed to increase engagement, boost click-through rates and gather precise target group data.
Impressions
Interaction rate
Clicks to website
