SYSTEMATIC LEAD GENERATION

STARTING POINT

CLIENT

Inchcape – independent international automotive group, in Poland sales leaderof brands: BMW, Mini, BMW Motorrad

COMPETITION

Other premium and non-premium brands

TARGET

Collecting leads for showrooms: new cars, used cars, service
Ecommerce sales support
Building premium image in terms of the higher positioned target group

KPIs

Leads

STRATEGIC CONCEPT

CONVERSIONS

Planning: media focused on reaching people at the final stage of the shopping path
Buying: buying models based on users interactions
Analytics: constant measurement of campaign effects, also long-term (including various attribution models)

REACH

Exclusion of lower positioned placements

BRAND SAFETY

Exclusion of lower positioned placements
Advertising formats that do not annoy users

VIEWABILITY

Media and formats avoiding adblocks

MEDIA IMPLEMENTATION

Slider1

REACH: Display

Broad reach advertising networks (inter alia GDN, programmatic, paid social)
Portals selected in terms of context and location in dealer regions

Slider2

CALL TO ACTION: Mailing and search

Activities aimed at the final stage of the purchasing process: mailings by interests and advertising support in the search engine (SEM)

Slider3

OFFLINE REACH: Outdoor and radio

Broad reach outdoor reach with image formats for drivers
Reaching drivers in drive times on the radio

RESULT

SALES

15% share in sales of new BMW in Poland – the highest percentage of all BMW representatives in Poland

20% share among users of BMW and Mini service

AWARDS FROM BMW

2018: Dealer of the Year BMW, Dealer of the Year BMW Motorrad, Financial Services and Aftersales