BMW Electric
There was a common misconception the BMW didn’t have electric vehicles or anything that could compete with other manufacturers. We needed to find a way to let prospective customers know that BMW not only has an electric fleet, but their vehicles were superior in just about every measure. We just needed to find a way to say that.
My Role: Art Direction
iX Re-Launch
The iX was going through a lifecycle update and was getting new tech, features, and an updated look. With the outgoing vehicle having flat sales, we needed to showcase how well put together the vehicle is, but also that it can be made bespoke to whatever the customer wanted.
Challenge:
The final piece was a simple and easy to digest email that told people about the new vehicle, some interior specs, updated tech specs, and the customization aspect of buying a brand new iX. Using a simple image gallery paired with some beauty shots and a fun and interesting image of a customized iX, we made a slick layout that was easy to read and abosorb.
Solution:
There was a significant increase in users exploring the build your own tool on BMWUSA.com, and the new iX landing page hits took a large uptick compared to the last iteration of the vehicle.
Results:
Electric Conquesting
Challenge:
With Tesla being the main competition, we knew they had a ton of visibility and leadership into the electric vehicle market. The problem was differentiating BMW’s from the category leader and letting people know there was a much better option available to them that didn’t carry the political “charge” with it.
We crafted an email that outlined what the i4 was all about, how it was priced competitively, and how it outperformed the industry leader, Tesla. Paired with snappy copy, we used an animated hero to show off the exterior and a simple gallery to showcase some of the BMW pillars that are present in all vehicles: driving pleasure, performance, quality, and putting the driver first. Lastly, we rounded the piece out with some social proof of quality by adding a couple consumer report callouts that highlighted how good the i4 was in the marketplace.
Solution:
We learned through user testing/focus groups that awareness of the i4 and its features increased uniformly across the board. Click through rates to the build your own tool on BMWUSA.com took a snap up and unsubscribe rates were almost zero; a feat almost impossible to do with a marketing email.
Results:
