This campaign was designed based on historical data from BMW which showed that any competitor car launch or campaign indirectly helps in increasing sales enquiries for BMW. The BMW 3 series is the best-selling and most awarded luxury sedan by BMW to date and is superior against other competitor’s entry level models.
Based on this insight, BMW decided to leveraged on Audi’s “search predictions” on Google which are based on objective factors, including how often others have searched for a word.
Background: As a user types, Google's algorithm predicts and displays search queries based on other users' most commonly searched terms. In addition, if they’re signed in to their Google Account and have Web History enabled, they may see search queries from relevant searches that they’ve done in the past. All of the predicted queries that are shown in the drop-down list have been typed previously by Google users.
Hence BMW designed a campaign around Real-Time “search predictions” for Audi on Google to counter the most awaited launch from Audi in 2016.
BMW’s digital agency created a heatmap from website trends along with past campaign conversions data to focus on the hour & day with the highest engagement.
The campaign became the first-ever campaign to successfully leverage ‘Search Predictions’ on Google.
The campaign achieved a 90% SOV during the time of the Audi A4 launch & successfully hijacked Audi A4 search queries which helped BMW achieve 4X higher conversions compared to previous campaigns. 42% of the campaign leads were from Top 5 Metro Cities with 2X Increase in store footfalls & calls to dealerships.