Success Story

Finecast drives cost savings and incremental reach for BMW

  • 3 minutes read
  • United Kingdom
  • Auto
  • Custom audiences
  • Incremental reach
  • 2021
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Red BMW M4

£126k

In cost savings for adults aged 18-34

29%

Uplift in purchase intent

3%

Incremental reach vs ABC1 18+
Background

Choose BMW first when buying a new PHEV car

There is an industry-wide focus on alternatively fuelled vehicles with Plug-in Hybrid Electric Vehicles (PHEVs) a steppingstone for consumers to make a greener choice. Due to the incredibly competitive market for EVs the challenge was two-fold; We needed to get more people to consider a hybrid vehicle and make them choose BMW first when buying a new PHEV car.
Challenge

Maximise the reach on their campaign in the most cost-efficient way

In an increasingly fragmented TV landscape, and a competitive autos market, BMW wanted to maximise the reach on their campaign in the most cost-efficient way to raise awareness and consideration amongst “hybrid/electric intenders” and increase test drives of BMW plug in hybrid electric vehicles. They wanted to understand if using Finecast achieved buying efficiencies and drove brand uplift.
Approach

Using Finecast’s sophisticated targeting capabilities and the Finecast Total TV product, BMW were able to create a “hybrid intenders” audience

Finecast Total TV is a measurement solution for brands who are running across addressable and linear and provides post campaign data and insights into:• Incremental reach of TV campaigns• Impact of additional spend to ensure cost effectiveness• Frequency of which a campaign is shown to an audienceTotal TV enables brands to plan more strategically, better manage budgets and ensure cost efficiency and effectiveness of campaigns.

"TV is the strongest channel for BMW to drive leads and enquiries and replicating this in a more targeted environment is the reason why Finecast has become indispensable for our VOD plans."

Fiona Jones - Brand Communications Manager
BMW Logo
Results

BMW drove incremental reach via Finecast, reaching an additional 3% of all ABC1 adults (853k) and an additional 4.1% of adults aged 18-34 (526k).

Addressable TV planned and bought via Finecast was more cost-effective from day one for adults aged 18-34, equating to savings of £126k and £15k for ABC1 Adults. Spontaneous brand awareness for Hybrid automotivebrands increased by +12 percentage points in the Finecast exposed group. Additional metrics included:

• +29% point uplift for purchase intent• +31% point uplift for consideration

 

Credits: Photos by Devon Janse van Rensburg, Eugene Tkachenko, Sepehr Samavati, Matteo Balzanelli

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