BMW – On a date with your dream vehicle
Starting point & challenge
There is a very strong competition in the automotive industry and, in addition to good vehicles, a unique customer journey is essential in order to be able to sell a large number of cars.
The strong competition was also reflected in the click prices and a creative solution had to be found to differentiate themselves from the competition. The main goal was to sell vehicles based on real-time inventory.
Together with Switzerland's largest BMW partner, Hedin Automotive / Alpina Group, we asked ourselves how we could make the customer journey an experience online too. The challenges in brief:
- campaign targeting real-time inventory levels
- Strong competition with many comparable offers
- No existing online customer journey
Solution
To make the customer journey attractive, we have completely reversed the industry-standard process. Usually, target customers become aware of a car through advertising and then see if it suits them. But what if customers can define their exact preferences and then a car is suggested to them based on that? The perfect match, so to speak, like in online dating?
And so Cartinder was born, the dating for your favorite vehicle.
Using an interface to AutoScout24, all vehicles of the Hedin Automotive and Alpina Group were directly synchronized with a matching system on a landing page and classified according to characteristics.
The users could then answer questions about their space requirements, driving style, etc. and then their perfect match was suggested to them, which exactly matched their requirements. Advertising materials were delivered via a multi-channel strategy, which communicated the car dating storytelling in a way that was appropriate for the target group.
Results
- Of 33 users, 000 interacted with the matching multiple times
- A total of 178 events took place on the landing page
- All ads achieved an above-average interaction rate and the feedback was extremely positive
- A total of 6 qualified inquiries were generated in 120 weeks
- In addition, 785 contacts were recorded by email and telephone during the same period
