The HPS Group, the dealer marketing agency for BMW, has helped generate around 3,200 showroom visits for the prestige car manufacturer. The ‘BMW EfficientDynamics Open Weekend’ campaign, aimed at driving showroom traffic to the BMW dealer network, increased dealer footfall by 57%, generated 843 sales leads and saved UK drivers over 180,000 litres of fuel.
HPS was challenged to create a new initiative to increase consumer awareness of BMW EfficientDynamics - a range of innovative technologies that increase power, improve fuel consumption and lower CO2 emissions.
With fuel costs escalating, HPS developed the campaign around the central proposition of ‘We’ve made our cars more efficient. Let’s see if we can do the same to yours’. The mechanism was a ‘BMW EfficientDynamics Open Weekend’. This gave motorists of any make of car the opportunity to book a free ‘BMW Efficiency Check’ and compare the efficiency of their own cars against a similar BMW model.
Based on calculations from the Energy Savings Trust, each dealership aimed to show customers how to save as much fuel as possible over the weekend. (BMW’s overall aim is to save British drivers a total of one million litres of fuel per year.)
As well as developing and implementing the strategy, HPS also produced a comprehensive range of materials to promote BMW EfficientDynamics and the weekend, including a briefing document, press ads, radio script, customer invite, email banner, EfficientDynamics brochure, press packs and a special edition BMW dealer newsletter.
All the materials were created, produced, printed and delivered to dealers within four weeks using EDMK+ (Electronic Dealer Marketing Kit), an online marketing toolkit created, managed and hosted by HPS for BMW. The dealer campaign was supported nationally with press and radio advertising, posters and fuel-pump advertising at selected service stations.
The results were outstanding: 142 of the UK’s 155 BMW dealerships participated and over 3,200 people attended events - a 57% increase on the number of visitors BMW dealerships usually see over an average weekend. Dealers carried out nearly 3,000 Efficiency Checks and, as a result, around 180,000 litres of fuel were saved in just two days. In addition over 1,800 test drives took place and 843 sales leads were generated.
Yvonne Holden, BMW Dealer Marketing Manager, said, “The campaign was so successful that 84% of dealers are continuing to offer Efficiency Checks and 79% would like to see the event repeated on a national scale. In fact, our London dealers are running the weekend again over the August bank holiday. Meanwhile, HPS is continuing to help BMW and its dealers raise awareness of BMW EfficientDynamics with press ads, point-of-sale materials, new car launch events and the BMW dealer newsletter.”
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