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Testimonials
BMW Sydney
Campaign: Opening of New Dealership on the North Shore
Client: Antoinette Yerbury
Eat Media approached us with a new media to trial, coffee cup advertising offering us a unique way to target different client demographics’ with the model of car that suited that area whether it be the BMW 5 series or the Mini. We found that it supported other media including press, adshels, radio, e-newsletters etc.
Working closely with Eat Media we were able to pinpoint key locations for the Mini. MINI offers work well in hip cafes in key areas like Manly, Bondi, city – chic/urban targets and used the coffee cup ads medium to launch our new showroom location, creating immediate awareness in conjunction with strong branding of the product.
Choosing key locations that suit our customer profile and the model of focus we offered Business offers to suit business locations – e.g. Chatswood, inner city AA locations. We used it in conjunction with other media and the best results have come from a call to action as proven in a recent 1 series launch campaign.
In BMW Sydney’s view our marketing should reflect the same core values of our BMW Brand which include – innovative, responsible, creative, dynamic and for MINI – integrative, chic, cheeky, extroverted ….and using this media aligns well with these values, Eat Media provided us with the perfect fit to this equation.
As a dealership, BMW Sydney has a limited budget and need to design activities that promote our dealership brand, increase sales leads and grow our marketing database. Using Eat Media in addition to traditional methods has increased our opportunities to target our customers in a way that seems less “in your face” and somewhere where they may not expect it.
We also used the coffee cup campaign for the first time in selected prestige carwashes each weekend over a period of time to link in with our pre-launch prospecting strategy – this worked very well with hundreds of interested carwash customers signing up to attend our launch events and register to drive the new 1 series.
We could also target them directly, as we could see what car they currently owned at the car wash. Being there each weekend for a month, we started creating relationships with these prospects as many would be frequent users of the car wash. With Eat Media’s assistance we linked in with a display vehicle positioned on site, hostesses, the cup in the café, entry boxes and ground signage.
Most people enjoy café dining and starting the day with a good coffee – so it’s the perfect medium to use. Many take them back to their office so the coffee cup has longevity…boardroom takeaway purchases are even better – our coffee cup advertising then makes it up to the offices and is put in front of people who may not frequent the café themselves, sometimes a dozen at a time.
We found that our tremendous success was based on the guidance and experience of Eat Media in helping us choose the correct café’s to target and the best way to spread our limited budget, great exposure for the brand and our business.
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