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BMW X Range head to head 

Challenge

BMW has a broad range of SUVs, but even the most clued-up in-market buyers struggle to tell the difference between each model – or why it might be right for them. Our challenge was to simplify the range, clarifying and reinforcing the differences, and why that might make sense to certain buyers.

Challenge

BMW has a broad range of SUVs, but even the most clued-up in-market buyers struggle to tell the difference between each model – or why it might be right for them. Our challenge was to simplify the range, clarifying and reinforcing the differences, and why that might make sense to certain buyers.

Idea

A beautiful interactive digital hub in whatcar.com, blending the clear, informative What Car? editorial approach with a BMW brand look and feel. Navigation gave readers clear choices between BMW’s compact SUVs, family SUVs and large SUVS, while content offered a deep-dive into each model’s features and capabilities.

Readers were guided to the hub with native stories, display ads, native ad placements, and social media and newsletter posts.

Idea

A beautiful interactive digital hub in whatcar.com, blending the clear, informative What Car? editorial approach with a BMW brand look and feel. Navigation gave readers clear choices between BMW’s compact SUVs, family SUVs and large SUVS, while content offered a deep-dive into each model’s features and capabilities.

Readers were guided to the hub with native stories, display ads, native ad placements, and social media and newsletter posts.

Outcome

Success

Over the course of the campaign, the hub smashed its target of 40,000 views by an incredible 60% with a total of 62,000 hub views. The BMW SUV range brochure was downloaded by over 350 people, and over 100 test drives were booked by What Car? in-market buyers.

Success

Over the course of the campaign, the hub smashed its target of 40,000 views by an incredible 60% with a total of 62,000 hub views. The BMW SUV range brochure was downloaded by over 350 people, and over 100 test drives were booked by What Car? in-market buyers.

Output

Bespoke interactive hub
Native promoted editorial articles 
Static display ads
Social media support
Newsletter inclusions 

Output

Bespoke interactive hub
Native promoted editorial articles 
Static display ads
Social media support
Newsletter inclusions 

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Let's talk

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive – conceiving and delivering native campaigns and branded content that are specifically tailored to Haymarket’s powerful publications and enthusiast audiences.

haymarketstudio@haymarket.com

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Twickenham
TW1 3SP

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