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BlurbSTAR Case Study
Adform & BMW South Africa
Omnichannel strategy boosted BMW SA December sales significantly.
45%
Increase in BMW SA vehicle sales
3 months
Payment holiday offered to customers
1.
Situation
Challenging Holiday Promotion Objectives
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BMW SA needed a strong holiday campaign.
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The message focused on deferred payments until April 2024.
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Executing a wide-reaching omnichannel strategy was essential...
In December 2023, BMW South Africa sought to promote a special payment holiday offer on new vehicles, where the first installment was deferred to April 1, 2024. This promotional campaign was crucial to cut through the typical holiday season noise, providing financial relief during a period known for financial stress. BMW SA tasked Adform with delivering this message across multiple platforms to maximize reach and engagement.
2.
Task
Maximizing Reach and Engagement
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Ensure effective communication of BMW SA's offer.
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Leverage multichannel advertising for optimal engagement.
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Reach customers during holiday shopping peak.
BMW South Africa's objective was to ensure their special payment holiday offer was communicated effectively across various channels, maximizing reach and engagement. They relied on Adform to navigate the complexities of an omnichannel strategy, leveraging their longstanding partnership and innovative past collaborations. The campaign's primary task was to engage potential customers during and after the holiday shopping surge, ensuring the message of financial relief would resonate.
3.
Action
Omnichannel Strategy Execution
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Launched integrated campaign across multiple digital platfor...
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Strategically positioned post major holiday sales events.
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Maximized ad spend efficiency and campaign reach.
Adform deployed an omnichannel campaign for BMW SA on November 28, 2023, after Black Friday and Cyber Monday. The strategy included mobile, desktop, Connected TV, Digital out-of-Home (DOOH), and Audio platforms. By integrating these channels, Adform ensured a cohesive marketing message reached customers through their preferred media. The advanced technology and seamlessly managed campaign maximized BMW SA's ad spend efficiency, bolstered by Adform's insightful guidance and dedicated support.
4.
Result
Significant Increase in Sales
→
Significant increase in December vehicle sales.
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Delayed payment offer effectively communicated.
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Partnership proved effective in driving results.
The campaign led by Adform resulted in a marked increase in BMW South Africa's vehicle sales throughout December 2023, proving the power of an omnichannel approach. The focused marketing message effectively reached potential customers, encouraging them with the offer of delayed payments. This success demonstrated the strength of the partnership between BMW SA and Adform, showcasing the ability to drive tangible results and influence purchasing decisions with strategic planning and execution.
Keywords
BMW SOUTH AFRICA
OMNICHANNEL STRATEGY
ADFORM
HOLIDAY PROMOTION
VEHICLE SALES
DIGITAL OUT-OF-HOME
CONNECTED TV
DEFERRED PAYMENTS
MARKETING CAMPAIGN
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