#RoadToBMWWelt

Posted in Blog, News on Apr 23, 2018

Many things may be said of BMW owners, for better or worse, but we can all agree on one thing: they love their cars, the brand and the experience it offers behind the wheel.

This is the very insight that grew, for authorized BMW dealer Proleasing Motors, into a project aiming to gather BMW owners around the dealer, through a first-of-its-kind challenge: to be rewarded simply for doing what they love – driving their automobiles.

This was the start of #RoadToBMWWelt, a contest-campaign designed as a race, in which every km traveled by participants would bring them closer to the chance of a complete BMW experience for two in Munich, the birthplace of the brand, 101 years ago; but also closer to many other guaranteed prizes, in the guise of free operations at the BMW authorized service station Proleasing Motors.



How Did the Campaign Unfold?

The race to BMW Welt took place over a three-month period, during which any BMW owner could enter their personal automobile on the contest website, by introducing their current on-board mileage as the starting point of the race.

From there on, all they had to do was travel 2,998 km (the equivalent of a round trip from the Proleasing Motors showroom in Ploiesti to the BMW Welt location in Munich) by the end of the campaign period, to earn a place in the grand prize ballot: the BMW experience “for two”, including visits to the BMW museums, personalized drive tests and mini-trips onboard the latest BMW models – all during an extended weekend in Munich.

After the first 300 km, the guaranteed prizes would begin to take effect, increasing in value as the participants got closer to the race’s end, so that any ballot finalist would implicitly benefit from free operations at the Proleasing service station, totaling 750 RON. Additionally, we designed a nice bonus system for the “late contestants”, allowing them to earn virtual km in the race and thus make up for any distances they were unable to travel on time in real life.

The mechanism was managed through the campaign’s microsite-integrated contest platform, through which every participant could check their standing in the race, update their mileage, claim guaranteed prizes, request bonuses or program other operations – all based on an account created automatically when signing up. All easily, all one click away. On the flip side, the dealer’s “control” team could validate mileages, offer bonuses, program free operations and offer consultancy – just as easily.

“Developing the web interface for the #RoadToBMWWelt project was, for us, a privilege and a challenge in equal measure. A privilege, because we felt the meaning of a strong brand and the passion it ignites; a challenge, because the web app needed to respond in real time to the dynamic flow of the contest.” Ionut Toma (Managing Director, Intellisynaptics Software Development)

To communicate the campaign we generated alternative messages deployed on the most conversion-friendly digital channels available: through a mix of Google, Yahoo, Facebook and Waze ads, with added special placements on profile sites, we tried to bring the campaign where we knew our target audience (BMW owners) would be. In a Proleasing premiere, Facebook lead generation tactics were used, offering participants the possibility of signing up directly through the feed, generating their username and passwords from there.

“A few years ago you could make campaigns saying <Buy a car!>, and the conversions would follow. Those days are gone, and competition on the market is high. This makes us more alert, more informed and more inventive when it comes to not only the idea behind a campaign, but also to putting it into practice. In our industry, a good idea is not enough; you need a kick-ass implementation team, clockwork monitoring, and a client with vision and courage. The #RoadToBMWWelt campaign summed up all these factors, and this was the only way we could achieve our objectives.” Bogdan Jlobnitchi (Strategic Planner, The Good Company)

“A few years ago you could make campaigns saying <Buy a car!>, and the conversions would follow. Those days are gone, and competition on the market is high. This makes us more alert, more informed and more inventive when it comes to not only the idea behind a campaign, but also to putting it into practice. In our industry, a good idea is not enough; you need a kick-ass implementation team, clockwork monitoring, and a client with vision and courage. The #RoadToBMWWelt campaign summed up all these factors, and this was the only way we could achieve our objectives.” Bogdan Jlobnitchi (Strategic Planner, The Good Company)

“Projects such as RoadToBMWWelt only appear when both sides share the same passion. In this case, a passion for automobiles inspired us to make an unprecedented campaign for the Romanian automobile market. The reactions of the BMW community exceeded our expectations, and in the future we want to reward their choice through even more creative projects.” Ana Stanel (Managing Partner, The Good Company).


The team that made this project possible was comprised of:


Alexandra Bostan (Marketing Specialist @ Proleasing Motors), Florentina Corbu (Communication Specialist @ Proleasing Motors), Ana Stanel (Managing Partner @ The Good Company), Bogdan Jlobnitchi (Strategic Planner @ The Good Company), Ionut Toma (Managing Director @ Intellisynaptics Software Development), Teodor Bradu (Art Director @ Digital Friday), Teodora Alexa (Graphic Designer @ Digital Friday).