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BMW X Range: Head-to-Head

Challenge

BMW has one of the broadest SUV line-ups in the market, but consumers struggle to know which to pick. Our challenge was to simplify the range, creating clear differentiation and unique USPs to help consumers pick the right model for them.

Challenge

BMW has one of the broadest SUV line-ups in the market, but consumers struggle to know which to pick. Our challenge was to simplify the range, creating clear differentiation and unique USPs to help consumers pick the right model for them.

Idea

We knew the What Car? reputation for clear, friendly, helpful advice for in-market buyers was a perfect fit for BMW. Using BMW assets, we created a beautiful interactive digital hub in our whatcar.com ecosystem, written in the What Car? tone of voice with friendly, easy-to-understand language.

Simple, relatable choices (‘compact’, ‘family-friendly’ and ‘large’) helped readers identify the right BMW for their need, while ‘more space’ or ‘more style’ let them hone their selection. Content offered a deep-dive into product features, with slider tools showing differences between models. It was all backed up by What Car? review extracts that lent independent endorsement.

Idea

We knew the What Car? reputation for clear, friendly, helpful advice for in-market buyers was a perfect fit for BMW. Using BMW assets, we created a beautiful interactive digital hub in our whatcar.com ecosystem, written in the What Car? tone of voice with friendly, easy-to-understand language.

Simple, relatable choices (‘compact’, ‘family-friendly’ and ‘large’) helped readers identify the right BMW for their need, while ‘more space’ or ‘more style’ let them hone their selection. Content offered a deep-dive into product features, with slider tools showing differences between models. It was all backed up by What Car? review extracts that lent independent endorsement.

Results

We used every lever at our disposal to drive traffic to the BMW SUV hub, including native stories, display ads, native ads and social posts. The results were impressive, with over 62,000 hub views and an average dwell time of 2m50s on product pages – proving people were highly engaged with the content.

The BMW SUV brochure was downloaded by over 350 people, while over 100 test drives were booked by What Car? in-market buyers.

Results

We used every lever at our disposal to drive traffic to the BMW SUV hub, including native stories, display ads, native ads and social posts. The results were impressive, with over 62,000 hub views and an average dwell time of 2m50s on product pages – proving people were highly engaged with the content.

The BMW SUV brochure was downloaded by over 350 people, while over 100 test drives were booked by What Car? in-market buyers.

Output

1x interactive microsite
2x promoted native stories
12x display ads
6x social posts (Facebook & Twitter)

Output

11x interactive microsite
2x promoted native stories
12x display ads
6x social posts (Facebook & Twitter)

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Let's talk

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive.
We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.

haymarketstudio@haymarket.com

Where to find us:
Bridge house, 69 London Road, Twickenham, TW1 3SP

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