BMW is a brand billed as the Ultimate Driving Machine. However the lack of an entry level performance vehicle was a challenge. Compounding matters was a tough economy and aggressive competitor activity.
The launch of the BMW 1M was an opportunity to gain market share; re-establish BMW at the top of the premium car market and upsell current BMW owners to the aspirational 1M.
With a limited number of vehicles available in NZ a decision was made to use the halo effect of the launch to gain sales of the wider range of BMW vehicles.
Prospects were invited to road-shows showcasing the only 1M in New Zealand next to the first M car – the original BMW racecar.
The results far exceeded expectations. The 10 roadshows were fully subscribed and all the remaining stock of 1Ms were sold. The campaign also drove sales of other BMW models creating an ROI of 2,091 percent, based on new car sales achieved.