GumGum and Wavemaker rev up interest in BMW's new hybrid electric vehicles.
Positive Provocation: We challenged industry convention to create innovative video media first.
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BMW wanted to get ahead of the rest of the industry and set out plans to create a far-reaching and pioneering campaign to boost sales of its PHEV (Plug-In Hybrid Electric Vehicle) cars.
Although BMW had been a pioneer of this technology, it was becoming an increasingly competitive marketplace. 2020 was a pivotal year to reclaim their lead in electrification as BMW planned to launch four more PHEV models (adding to the six already available).
The car industry faced a challenge at the end of last year: Government restrictions meant that all manufacturers needed to significantly reduce the CO2 emissions created by their vehicles.
Manufacturers now wanted consumers to switch to their alternative fuelled vehicles.
GumGum and Wavemaker were briefed to deliver a video campaign that would re-establish BMW within the PHEV space. We worked together to create a campaign sparking renewed chatter on their vehicles which was highly visible to deliver increased brand awareness and, ultimately, conversions. We focused on the new models, X1, X2, 3 Touring and 5 Touring, all of which were launching in 2020.
The stakes were high. BMW wanted to inspire consumers to buy hybrid vehicles, overcome barriers to making the transition and ensure that those who were considering a PHEV made BMW their first choice. The campaign had to incorporate the kind of originality that would be remembered and get BMW talked about within this progressive sector.
Insights & strategy
A specialist study on the impact of contextual relevance from neuro-analytic researcher, SPARK Neuro proved this effect. Viewers' brain activity, skin, face and eye responses were analysed while watching a variety of pieces of content and ads (some relevant to the editorial, some not). The results were definitive. Contextually relevant ads generated 43% more neural engagement than irrelevant ones and were 2.2 times more memorable. Most encouragingly, the relevant ads earned a leap in purchasing intent among their viewers.
We created a media first using GumGum's new In-Video format – a contextually targeted ad unit that overlays a piece of video the user has chosen to view. The format is powered by advanced computer vision software, which allows millions of premium videos to be analysed for relevance and brand suitability on a frame-by-frame basis, all in real-time. Combining this advanced contextual solution with sympathetic, in-view creative depicting BMW’s PHEV models, would ensure the brand’s messaging would be seen and would resonate with the target audience.
BMW was the first brand in Europe to take advantage of this revolutionary new format, giving it a media and creative edge over its rivals.
Specialist eye-tracking research went even further than this, showing the length of attention the In-Video unit secured. The study found that In-Video secured 793 seconds of attention during the campaign.
GumGum and Wavemaker created a less intrusive way to deliver a branded message within video content, making positive progress with the industry-wide problem of holding consumer attention.
The campaign smashed its targets. Viewers of the ad showed an average 7.9% uplift in brand favourability, a figure that rose to 13.7% amongst men. A 6.4% increase in brand awareness was also recorded.
Significantly, the ad was watched, on average, to a far greater degree than other video ads, exceeding the viewability target set by BMW. Over 76% of the ad was seen by viewers, compared to the pre-roll average of 59% (and the even lower 29% that is watched for mid-roll ads).
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