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BMW’s DriveNow targets millennials who are shy about luxury cars (Spec)

Problem:
Millennials 18-35 are not buying cars, especially not luxury cars.

Insight:
If you try something new and love it, you’ll want to experience it again.

Idea:
Give millennials a feel for BMW’s vehicles and they will become top-of-mind when consumers consider a luxury car purchase.

Rationale:
“The feel of the wheel will seal the deal.” Get consumers inside the vehicle and they will be converted to customers of DriveNow and ultimately loyal owners of a BMW.

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BMW’s DriveNow targets millennials who are shy about luxury cars (Spec)

  1. 1. by Roberto Gudino and Andrea Leon to view more work visit: www.robertogudino.com
  2. 2. Key brand benefits Free Parking Spots and HOV Lane Approved All-electric Luxury Car Sharing by BMW No Gas or Insurance Costs… Ever 100% Save
  3. 3. Millennials 18-35 are not buying cars, especially not luxury Problem
  4. 4. Solution If you try something new and love it, you’ll want to experience it again Give millennials a feel for BMW’s vehicles and they will become top-of-mind when consumers consider a luxury car purchase insight idea rationale “The feel of the wheel will seal the deal.” Get consumers inside the vehicle and they will be converted to customers of DriveNow and ultimately loyal owners of a BMW
  5. 5. 1/ Grad week race Students sign-up to race and get a change to win BMW DriveNow drive-time On the UC Berkeley track field, students race in go-carts and share the experience with friends Winners get a DriveNow membership and 24 hours free drive-time to show their parents around during grad week 1 32 "My parents were knocked out when I rolled up in a BMW."
  6. 6. How many groceries fit inside a BMW? 2/ Grocery Store Challenge BMW DriveNow Guess Correctly and Win Free Drive-time! How many groceries fit on a bicycle? Standard Bicycle Guess Correctly and Win a Lifetime Membership! A BMW DriveNow display at a grocery store parking lot, gives consumers an opportunity to get inside the vehicle and try their chance at winning by signing up, thus giving BMW an opportunity to follow up on their experience. "I love my bike, but not when I have to go shopping."
  7. 7. by Roberto Gudino and Andrea Leon to view more work visit: www.robertogudino.com

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