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Luxury Automotive Category Leader: BMW Western Canada

THE CHALLENGE   

Support dealership efforts to maximize interest and awareness in launch of new models. 

THE HAND IN MEDIA SOLUTION   

Call-to-action retail radio and newspaper campaign. Hand In Media designed creative materials supported by PR, event, and community outreach marketing campaign. 

THE RESULT  

Dealer sales surpassed competitive luxury brand sales in numbers of units sold. Sales driven through use of a targeted media campaign, bonus advertising placements, bonus earned media and value-added placements, contesting and incentives, including: 

-35% of spend in no-charge television advertising   

-200% of spend in no-charge print advertising, colour bonuses, size and space upgrades   

-value-added no charge print advertising in regional, weekly, and daily newspapers   

-no-charge radio advertising doubling paid spend on contest advertising  

-no-charge television advertising, interviews, event day earned media    

Project Lead: Ian Hand 

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