BMW Canada
Script Your Search

The Goal

The SUV segment in Canada is highly competitive. But with a model at the end of its lifecycle, the BMW X3 was losing ground to the competition. This year marked an important year for the X3, because it had been redesigned from the ground-up. It was BMW’s opportunity to stand out, capture the imagination of Canadians, and re-gain leadership in the segment.

The Target

The BMW X3 appeals to a specific type of driver; someone who follows their heart and pursues their passions, no matter where they might take it. They are BMW’s most independent-minded consumers, with interests in sports, the outdoors, and travel. They are men and women over 40 who are always on the hunt for their next adventure. They “Live Unscripted.”

Insights and strategy

The true mark of independence is the ability to pursue what interests you. To reach the brand’s target, BMW needed to show them how the X3 could help them Live Unscripted, based on their lifestyle and interests.

Almost 90% of X3 buyers use online research to inform their purchase decisions. BMW knew they had to use digital channels to help Canadians feel the spirit of their own independence and show them how the X3 could help them write their own personal X3 communications.

The Plan

To drive an emotional response between the consumer, the vehicle, and its features, BMW created a fully-customized campaign from the consideration phase to post-purchase.

To reach the X3 buyer online and show them how the vehicle was relevant to their lifestyle and interests, BMW used Google Canada’s VOGON technology; a first for a Canadian brand. Consumers were served one of 1,500 possible custom pre-roll ads that matched their interests and search terms, with relevant features available in the BMW X3. This was the first time a brand was able to target pre-roll on YouTube based on Google search behavior.

BMW identified three key audience groups:
1) The Affinity Target: potential purchasers based on interests of the X3 target – performance and luxury enthusiasts, thrill seekers, and outdoor enthusiasts.
2) The In-Market Target: this lower funnel target was made up of Canadians currently shopping for luxury SUVs.
3) Search Query Target: for the first time ever, VOGON was able to deliver YouTube pre-roll based on a user’s Google Searches.

Upon purchase, X3 owners received a fully-individualized digital welcome experience that walked them through the exact model they purchased and offered post-purchase support and tools.

Technology and tools

BMW wanted to connect with consumers and show them how the X3 was the perfect SUV for their lifestyle. Through VOGON, the brand’s target was served custom YouTube pre-roll ads that matched their specific interests and for the first-time pulled high-value Google search term data to dynamically tailor messages that highlighted relevant features available in the X3.

The digital welcome experience was tailored to each individual and the exact X3 model they purchased, right down to the paint colour and features they chose.

User experience

In a crowded SUV market, BMW brought their message to the consumer and allowed them to become the author of their own story. By engaging them with TruView videos and 6-second bumpers, consumers were first introduced to the X3. Then, the deeper they got into the campaign, the more personalized it became, eventually seeing custom video assets that spoke to their unique passions and interests so that the X3 campaign they saw was tailored specifically for them.

Supporting channels

The X3 digital campaign was supported by traditional OOH and compelling offers from BMW dealers, but the custom digital communications were what stood out. The ability to customize digital executions from IAB banners, to TruView, and 15-second bumper ads told the story of Life Unscripted for each individual consumer. The custom digital experience for each consumer drove the campaign’s success.

The Results

The campaign generated over 18.2 million impressions and 8.4 million completed video views, proving that BMW’s target audience was inclined to watch a full ad when it’s tailored to them. BMW’s pre-roll VOGON videos also drove conversions, generating 8,389 clicks to BMW.ca, where 37% of visitors proceeded to build and price their desired BMW X3s. The ads also drove a 19% increase in searches – the highest ever search volume for the X3. The digital campaign is a best-in-class campaign for Google.

More importantly, BMW dealers saw a 66.3% increase in sales in Jan. 2018 (up from Jan. 2017), putting the brand on track to reach its annual sales target and outselling the equivalent SUV from Mercedes-Benz for the first time.