BMW needed to create excitement around the new BMWi range of electric cars and chose to work with Adyoulike to do it.
BMW wanted to gather interest in its new 'i' range of electric cars, the first that it had developed. In doing so, they hoped to recruit pioneers, to whom the tech/innovation side of the BMWi range would appeal.
The idea was to create excitement in this early-adopter sector. This would be achieved in two ways: primarily through driving people to a hub being built by a creative agency, and secondly through increasing signups to the 'i' section of the hub. These signups would enable people to receive launch event invitations and the opportunity to be first in line to test-drive the i3.
Adyoulike created bespoke editorial, asking the question, 'Do you want to become electric?' Posing the question created curiosity around the content and launch.
This content was then delivered dynamically across Adyoulike's native network of third party publishers in automotive, news and tech verticals. Delivered on a cost-per-thousand (CPM) basis, the campaign created engagement, delivered in-depth information not possible within standard display and created measurable dwell time and social activity.
The campaign received a great response over its month-long run, as the figures below show:
- 1,641,909 impressions
- 6,761 clicks to read (0.41 per cent)
- 745 clicks through (11.02 per cent)
- 35 shares
- One minute and 58 seconds dwell time on content
Delivering native content to a specific niche market of early adopters and those interested in innovation was key to broadening interest.
Including the opportunity to be first in line to test-drive the i3 increased interest from those loyal to BMW.
The eye-catching tagline drew the reader in by posing a question that piques the interest of the viewer, making them keen to discover the answer.