BMW - Driving Lower Cost Leads

Challenge

BMW were already leveraging a custom landing page solution through Driftrock which enabled advanced features such as local store search, advanced opt-out options and detailed legal information.

They wanted to reduce friction in the lead generation journey and deliver a better customer experience. With an ever changing database of local retailers BMW required a constant refresh of the local dealer data.

Solution

To deliver further improvements to the customer experience and reduce friction, we suggested BMW test Driftrock Business Locator, versus the custom landing page experience. The native journey enabled BMW to offer a quick and easy customer experience from first click through to a visit to a local retailer.

By implementing the Driftrock Dynamic Business Locator, the most relevant dealer information was automatically populated into the native lead form, enabling customers to select the right dealer for them, solving the challenge of their ever-changing database.

To complete the customer experience, BMW used Driftrock Lead Sync technology to ensure enquiries arrived in real-time latest information.

Testing the Experience

BMW’s agency MEC used the eagerly anticipated launch of the new M5 to encourage potential customers to register their interest for the M5 or book a test drive for another model. The aim was  to test the differences in form drop off between an ad that used a landing page form and one that used Lead Ads with Business Locator. The results were incredible, with MEC seeing an increase in test drive requests versus earlier campaigns in the year.

Results

"The new Leads Ads with Business Locator has further improved the customer experience for booking  test drives on Facebook, and continues to form a key part of our media strategy."

- Sam Boniface - Digital Director, MEC UK  

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