United Motors BMW Campaign
In a situation where well-known car dealers mainly rely on importer-provided materials, it is very difficult to stand out with the dealer’s own brand – the vehicle images are the same for everyone, with only the dealer’s logo placed in the bottom left corner.
United Motors was one of the first brands in Estonia to decide to start producing its own content for digital advertising. This gave every campaign a distinctive and recognizable United Motors visual identity.
How?
In a challenging market situation, where larger investments are approached with caution, we developed a campaign concept built on trust, personalization, and professionalism.
The main goal of the BMW ordering campaign was lead generation. Finding the right car to match the buyer’s needs was left in the hands of United Motors’ professional sales team.
In the first phase of the campaign, we launched five different messages and visual directions, showcasing BMW models across various price segments. This allowed us to map the current market demand and better understand who our potential customers are.
Results
In the second phase of the campaign, we further developed the previously tested concept by creating an additional seven visual directions. As a result, we increased the overall campaign CTR by 42%, while the average CPC decreased by 26%.
In a highly competitive environment, this fresh approach gave United Motors a clear advantage, contributing to the growth in sales of used BMW vehicles.