The luxury vehicle market is extremely competitive, and consumers are bombarded with communications from every major brand. To stand out, BMW asked us to help rebuild their CRM program from the ground up. Our job was to entice new prospects, convert them to owners, and keep them engaged and in the BMW family.
We started by creating a series of tailored customer journeys and a library of compelling content to be delivered via email and direct mail. Based on how people interacted, we paired them with the right vehicles and incentives to drive them to a decision. The system was continually optimized to get more efficient the more it was used.
From massive vehicle launches to seasonal sales, we designed, developed and deployed email, display campaigns and landing pages to capture leads and drive sales.
Cinemagraphs, videos and motion design made all communications more elegant and effective.
Each new vehicle had a dedicated, targeted stream of communication to match potential drivers with the features that would move them the most.