CASE STUDY: Mobile Targeting Driving Brand Awareness for BMW

Provided by Weve
BMW uses Weve's mobile ad targeting to showcase the new BMW 4 Series Coupe.
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What was the Challenge / Background of the Campaign?

The campaign was aimed to target men aged 24-45 who are in the market to buy a car. Weve had the perfect resources for targeting the demographic as in recent years the way that consumers' use of their mobile to research products has grown significantly. Weve have primary research to show how this affects the motoring industry and how consumers use their mobile when researching and buying a new car.

What was the Campaign Objective?

It was amongst the male demographic that BMW wanted to drive awareness which would ultimately lead to sales of new BMW 4 Series Coupe.

What was the Solution?

At Weve we are able to reach over 80% of UK mobile customers, a user base unmatched by any single handset vendor or technology company. Our ability to speak to mobile users directly means we can conduct first hand research with consumers about their mobile use via their mobiles. SMS & MMS messages were delivered to consumers in the selected target audience which linked them through to a mobile page where they could find out more about the BMW 4 series.

What were the Results?

The campaign took place in September 2013 and achieved a successful 3.2% CTR.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsSpecific to campaign
25 - 34
35 - 44
Male
ABC1
DIRECT MARKETING
MOBILE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL01 Sep 13 - 30 Sep 13BUILD AWARENESS
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