REASONS FOR SHARING
BMW’s aim was to increase test drives as well as create awareness of the all-electric BMWi3 with their #everydayawesome campaign. Communicorp One created a campaign that boasted some of the strong digital elements that our stations have to offer, as well as bringing forward a one-of-a-kind offering and European first for both BMW as a brand and Newstalk.com as a publisher with the partnership with mobile storytelling and commerce platform, ‘Wrap’.
We saw that there were positive spending trends when it came to new car registrations; statistics released by the Society of the Irish Motor Industry (SIMI) showed that total new car registrations for the year 2015 (124,945) finished up 30% ahead of 2014 (96,284). We also know that there is growing demand for more environmentally friendly car options with the number of electric cars and hybrid cars in ROI increasing by approximately 60% between 2012 and 2014.
Looking at the car purchase journey of our listeners, we found that two thirds of Today FM listeners and three quarters of Newstalk listeners were undecided on the brand or model they wanted when they began their research.
A TGI analysis told us the top indexing influencing factor for Today FM listeners when sourcing information on cars are car manufacturers’ own websites followed by other websites. For Newstalk listeners, it’s user reviews and opinions followed by car manufacturers’ websites.
Finally, research from Google has shown that early car research moments are increasingly influenced by video. According to Google, the top 3 types of video content for auto shoppers are test drives, features and options and walkthroughs. Views on these video types increased 2X between Jan-Sept 2014 and 2015.
With rumours of a Luas Strike on St Patrick’s Day we took this as the perfect time to launch our campaign with a competition on Newstalk.com for our audience to ‘Go Green This St Patrick’s Day with the BMWi3’ and get driven to their local St Patrick’s Day parade in the BMWi3 with Newstalk’s roaming reporter Henry McKean.
With the rising popularity of ‘Carpool Karaoke’ themed videos across the web, thanks to James Corden and others, we kept in with that style by placing Go-Pros cameras within the BMWi3, allowing us to capture footage of the competition winners being driven to the parade.
Knowing that our station audiences are highly impacted by car manufacturers’ own websites, we placed high frequency display across both station websites and apps to drive people to the BMWi3 website.
Newstalk’s audience are highly impacted by user reviews and recommendations when looking to purchase a car and this created an opportunity for our digital content team to create articles that focused on these points.
We created 4 pieces of native content with Newstalk which were published across two months and shared socially across Newstalk’s Facebook and Twitter. The content pieces were also placed on a dedicated section for the BMWi3 on the Newstalk website.
The high percentage of audience undecided on car model at the beginning of their research journey presented us with a story-telling opportunity for BMW i3. This led us to partnering with Wrap Media LLC to launch their mobile storytelling and commerce platform, ‘Wrap’
‘Wrap’, the mobile-first platform, gives users the ability to navigate, swipe and engage with content. The aim of Wrap is to give users an alternative mobile web experience that is easy to follow and engage with, while providing a beautiful design along the way.
Throughout April, the BMWi3 Wrap was distributed across Newstalk’s relevant channels as a link. As part of the initiative, Newstalk’s social platforms formed the cornerstone of the distribution strategy with a particular focus on Twitter. This was joined with a high frequency time-targeted display campaign which focused on key consumption times, including morning and evening commutes and ‘lean-back moments’.
The Wrap enabled us to tell a story of the BMWi3 while taking users on a journey that allowed them to discover different elements of the car from the design, the drive and the charging of the BMWi3 while also allowing us to continue to push Test-Drives with the car by having a CTA throughout the entire wrap that was ‘Book A Test Drive’.
To increase overall campaign awareness for the BMWi3 #everydayawesome, on air on Newstalk we ran 40” spots across a week in March.
The video content of the St Patricks Day parade activity in the BMWi3 reached 38,000 people on Facebook in total. Display that ran across the Today FM and Newstalk websites and apps had an overall CTR of 0.22%. We had two HPTO’s on Newstalk.com with the BMWi3 creative which delivered an overall CTR of 0.74%. The native articles created to date have brought in over 1,600 unique users. We reached over 1,700 people in one Month with The BMWi3 Wrap. Engagement was very high with the average time spent on the Wrap at 1 minute and 22 seconds. The total CTR reached 7.63%. Tweets with the link for the Wrap delivered a total of 27,000 impressions. The spot activity delivered an audience of 343,000 adults over the week the airtime campaign ran. With 218,000 of that audience being ABC1’s. Once we have business results to share we will update.