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BMW X3 used Titan Experience to interact directly with audience

Provided by Titan Outdoor UK
Titan Experience created a media first with a simulated driving experience of the new improved BMW X3 across station concourses.

What was the Challenge / Background of the Campaign?

BMW were looking for new innovative ideas to enhance their brand in a more creative way. Having been launched in 2004 the BMW X3 is one of the UK’s leading luxury sports brands and was ready for a facelift in terms of aesthetics and technology. Creating a national campaign with maximum impact, Titan Experience is an exceptionally powerful and truly unique method of advertising that places the brand directly into the hands of the target market.

What was the Campaign Objective?

Titan needed to reflect the new, innovative additions and positioning of the car. The key benefits of the vehicle needed to be communicated whilst capturing the imagination of their target audience. BMW would also require an opportunity to interact and speak directly with potential consumers and gain valuable insight into their thoughts and attitudes. In addition data capture and the ability to track purchases was a key factor for BMW.

What was the Solution?

Titan Experience created a simulated driving experience bespoke to the X3, to show not only how the car felt and looked but how the car would feel to drive. Titan created a similar effect to playing on a computer by installing monitors on the dashboard to give the drivers perspective, consumers could experience the car without leaving the concourse. The results where linked to the Transvision screen to allow a wider audience to engage with the activity and provide BMW with the opportunity for face to face interaction and ability to speak directly to the consumer.

What were the Results?

BMW loved the idea and as a result put the majority of their marketing spend behind it. They were able to create a unique campaign with maximum impact; that worked alongside a national campaign. Through interaction with the target audience, BMW were able to gather relevant potential customer information, that proved invaluable to them.

What were the Key Learnings of this Campaign?

BMW booked an Experience campaign at 5 termini stations nationally, Formula 1 software designers were used to build the bespoke simulator for the X3. With Experience operating in conjunction with Transvision can provide an opportunity for the brand to communicate with the audience on various levels. Titan allowed for the perfect opportunity to data capture and track whether this leads to future sales. Additionally they booked special illuminated 6-sheets and premium rail formats in LSE, communicating to affluent target audience on their journeys to and from the stations.

BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250kMostly ABC1 male,commuter & leisure audience,car fanatics
25 - 34
35 - 44
Male
AB
NON-TRAD OUTDOOR
OUTDOOR
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSEXPERIENTIAL
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