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BMW :: X1 Dessert
To watch the BMW - X1 Dessert ad, you need Flash. You can get it right here and we'll be waiting for you when you return.
Still not sure? Over 95% of Internet users in New Zealand have Flash. It's really very useful for watching great clips just like this BMW TV ad.
Why Change?
The accepted method of securing a test drive had always been through developing a direct marketing (DM) and telemarketing (TM) campaign and targeting using competitor vehicle data purchased from LTNZ. But with LTNZ data soon becoming unavailable for purchase, we needed to investigate an alternative approach.
What Changed?
We took a chance on a completely new approach to getting prospects to test drive the new BMW X1. By tapping into target audience insights and sweet-talking a few restaurants, we were able to develop our own direct response media channel.
It worked. Our campaign proved to be 95% more cost efficient than a traditional DM/TM campaign. We generated 125 leads at a cost per lead well below previous campaign levels. 84 people explicitly stated that they wanted a test drive – 12 times our target of 7 genuine test drives. At usual conversion rates of test drives to sales, these leads represent a significant uplift in new cars sold.