Faced with the pressure of pushing greater sales, BMW needed to drive more potential consumers to its dealerships. However, with only 1.3% of the total Internet population comprised of Luxury Auto Intenders and Endemic Site Visitors, the pool of perspective audiences is limited.
In order to reach this niche audience, BMW sought to connect with the right geographic location; it was necessary not only to reach users who have visited BMW or competitor dealerships in recent months, but also reach users near BMW or competitor dealerships in real-time. Constrained by only 339 regional BMW Dealerships nationwide, the challenge was heightened. As a solution, Cadreon developed a programmatic strategy that leveraged data to identify the moments when the niche audience was most receptive to receiving BMW’s message.
The process of buying a car sparks emotions that can be influenced to create a connection close to the point of purchase and drive consumers into the dealerships. Using a combination of data and mobile location geo-technology, BMW was able to reach consumers on their smartphones during these moments that matter.
With the world’s largest opt-in location panel, Placed was able to measure this emotional connection. Using the Placed lookalike model based on time, geography, OS, age, gender, ethnicity, and income, Placed quantified that BMW’s approach of emotional connection drove physical action, and was able to quantify that the physical action translated into 26.5% lift in BMW dealership visits.
Download the case study one-pager here.