BMW promotion activity r1

PROMOTION 2015

IDEA TO COLLECT
POTENTIAL DATABASE
Prepared by


OBJECTIVES

#1

BUILD
PROMOTION
AWARENESS

#2

COLLECT
POTENTIAL
DATABASE


THE APPROACH

WE LEVERAGE THE CURRENT SUMMER
PROMOTION TO CREATE AN
EXTRA PROMOTION
TO GET POTENTIAL CLIENT DATABASE


CREATIVE RATIONALE

WE WANT CONSUMERS TO WILLINGLY
SHARE THEIR INFORMATION
FOR THEIR OWN BENEFITS


CREATIVE IDEA

DOUBLE
YOUR LUCK


PROMOTION SCHEME
1ST CHANCE OF LUCKY DRAW
In default on the promotion, all customers buying a BMW
car will join the lucky draw to win the biggest prize which
is a BWM series 2.!

2ND CHANCE OF LUCKY DRAW
If the consumers share their information as we offer ,
they will join the second lucky draw to win 1 in 5 New
Samsung Galaxy S6s Edge.!

x5


HOW IT WORKS
OFFLINE ADS: PRINT, PR

ONLINE ADS: DISPLAY ADS, DIGITAL PR, FACEBOOK ADS, SEM

When costumers see our ads, if they are potential and
want to join the extra promotion, they need to send an
SMS with a required syntax:!
Ex: YOUR NAME_YOUR EMAIL and send to XXXX!

When costumers see our digital ads, if they are potential
and want to join the extra promotion, they will be
directed to the promotion page, if they are potential,
they need to fill in their basic info: Name, Mobile phone,
emails, do they plan to buy car in next 6 months or not,
etc.!

!
They will receive a message with a code from the BWM
operator to confirm they have the right to join the
promotion. Besides, they need to show the code to join
the promotion at the retailer or showroom (lucky draw)!
!

By doing this, we can collect potential database. !

They will receive a message with a code from the BWM
operator to confirm they have the right to join the extra
promotion. Besides, they need to show the code to join
the promotion at the retailer or showroom (lucky draw)!

!

!

!

By doing this, we can collect potential database. !

!

!


HOW TO MAKE SURE WE WILL HAVE A GOOD DATABASE
1.  OPTIMIZE PROMOTION AWARENESS

Offline Ads: !
PRINT, PR!

2.  TRIGGER POTENTIAL COSTUMERS TO SHARE THEIR
INFORMATION VIA ADD-ON PROMOTION
We announce the promotion with double chance of
lucky draw if potential customers share their information. !

!
We choose the right magazines to promote for the
promotion: Forbes, Aviation, Heritage…!
!
Online Ads: !
FACEBOOK ADS, DISPLAY ADS, DIGITAL PR, SEM!
•  We choose the right online channel (selling cars
pages) to place promotion banner!
• 

We optimize the FB Ads to right target!

•  We run Search Marketing in order to get attention of
people having intention to buy a car.!

+!


THANK YOU