A TECHNOLOGY + WEATHER STORY
The intelligent all-wheel drive System from BMW.
Weather is continuously changing and road situations can change in a flash, whatever the season. BMW xDrive is the brands' all-wheel drive system, allowing your vehicle to respond quickly to continue enjoying the ultimate BMW driving experience, even on the most difficult road surfaces.
xDrive by BMW is one of the most technically advanced all-wheel drive systems in the segment. This is specially engineered with the ambition of enhancing the driving experience with the power to adjust vehicle driving dynamics in real time with settings to match every condition.
The Brief: Drive new awareness of xDrive.
In snow, ice, wet or muddy conditions, a conventional vehicle's front or rear wheels can - and likely will - lose grip. With BMW xDrive, intelligent Dynamic Stability Control (DSC) sensors detect the slightest loss of grip, and using an electronically controlled multi-disc clutch, divert the power to the set of wheels that have the best traction, reacting much faster than traditional, hydraulically-operated systems.
BMW wanted to raise awareness of this ground breaking technology, particularly as seasonality into Winter to demonstrate the safety benefits personalised to their end potential users.
Solution: Weather-Triggered Ads
Using triggered ads can help brands reach audiences across Facebook and other social media platforms based on pre-set conditions - consider things like the weather driving BBQ sales or football results from the Euros affecting the way consumers actions; in particular buying.
Knowing that BMW 4X4 and SUV vehicles intent for purchasing are driven during adverse weather like heavy rain and snow, triggered ads were setup and deployed on Facebook using third party technology partners to trigger ads at the precise moment that the weather was inclement at the potential customers location.
The technology was used to create weather related tags for rain, heavy rain and snow conditions then trigering native Facebook Ads.
Result: 10% Uplift in Engagement during inclement Weather. An ROI of 16:01 + Significant video views and trackable leads.
"Driving highly targeted marketing we were able to see the immediate effectiveness of this technology - with a quantifiable engagement uplift and qualified leads for forecourt sales"