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BMW Logo

0

above target increase in ticket sales

0

increase in social media reach targets

0

increase in contacts captured

Challenge

Our objectives were to; 

  • Increase ticket sales from 2017
  • Encourage M Festival app downloads
  • Increase social reach by 50%
  • Generate 50% increased contacts

Because M Festival was both an outdoor festival and much more than just an automotive showroom, we needed to appeal to a diverse group of people.

Solution 

Our solution was to create unique interactions that would encapsulate the event, allowing us to set up the purchase moment through content, social interactions, messaging and innovation.

  • Omni-channel approach:
  • Digital engagement
  • Gamification (online and at the event)
  • A radio & print partnership
  • OOH
  • Interactive Chatbot
  • Influencer challenges

Result

  • Ticket Sales increased by 25% 
  • Social reach increased by 59%.(9% above target)
  • 149% increase in contacts captured.(99% above target)

About the campaign

The 2nd ever BMW M Festival took place 26 - 27 October 2019, at the Kyalami Grand Prix Circuit. Vizeum looked at ways to help BMW entrench and excite customers about the brand under the BMW M umbrella, by grasping consumer attention and delivering a more memorable, personalised and engaging experience, both online & offline.

Other agencies involved: Wunderman Thompson, Detonator & Gaming Ventures

Vizeum South Africa

Vizeum South Africa is a strategic media agency, designing solutions to accelerate our client’s business growth by leveraging data, media and technology to understand and change people's behaviour.

Created for the new era of media our role is to connect our clients to their consumers across all media touchpoints through our understanding and activation of real people.

We use a combination of industry and DAN bespoke data and tools to give clients a detailed understanding of who their consumer is, what drives them and what their journey to purchase looks like. We follow custom agency strategic processes with digital at the heart of this thinking, incorporating DAN specialist agencies and tools where relevant to form part of an integrated solution to our clients.

Vizeum – accelerating business growth through media.

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