BMW
A personal future

The campaign

BMW were looking for a way to introduce the new 3 series and X3 series to their existing customer base in a way that set the brand apart from conventional promotional material, and created a personal, premium feel.
2000 personalised gifs, videos, and micro-sites were generated and sent out directing interested users to the BMW digital sales platform. Using unique IDs, analytics was gathered on interaction with personal sites to identify warm leads and inform smart follow-ups.

The campaign achieved a click-through rate of 63%
link to live example     
Client: BMW South Africa
Agency: 10th Street

The process

Jana
Nevermann

Unique Partner ID
748492727
data-driven
personalisation
base video
Jana
Nevermann

Unique Partner ID
748492727
•  Email engagement
•  Video engagement
•  Page engagement
•  Specific links clicked
•  Scrolling
1
Customer identified
and assigned unique ID.
Content is populated
with their details.
2
Email with embedded
personalised, moving GIF
is sent to customer inviting
them to watch their full video.
3
Customer clicks through to a
personalised micro-site, where
the full length personalised video
is hosted.
The site also has numerous
calls to action connecting users
to BMW DSP.
4
Using tags and analytics,
unique ID behaviour could
be tracked on the site,
providing insight on engagement
and building more detailed
customer profiles.