There’s more than one way to sell a car
BMW is one of our favourite brands to work on because they are always looking for new ways to start a dialogue with their customers.
One of the ways that BMW keeps the conversation open is by making sure that the majority of BMW banners are produced dynamically and served programmatically. This means that for the banners below, every single element on the page, from the shoes to the cars to model numbers, to the price points, can be changed on the fly. If the price point on a certain car changes throughout the course of the campaign, or if a new model of vehicle is released while the campaign is live, the client can log into the Google ads interface and entirely change the content of the banner by adjusting a few simple values in their Google sheet. This clever use of the programmatic landscape ensures that BMW is always engaging its consumers with the most up-to-date information.
Another way that BMW opens up conversations with its clients is by producing interactive banners (which are also dynamic!). Interactive banners are banners that can be manipulated by the viewer to change the experience of the ad, making it unique for each user!
The very special feature of the two campaigns called “Hotspot” and “Finance” is that depending on the interactions of the final user, the experience of the banner completely changes. For “HotSpot” on the left, the information presented at the top of the banner will change depending on which hotspot the user chooses to engage with. For “Finance” on the right, the user can scroll or click through various price points to choose a vehicle that fits their budget. Both banners help the brand open a two-way conversation with the consumer that is both personalized and relevant. Talk about advertising intelligently!