Interactive Rich Media Ad
Increased engagement and page views by 62% for “The Accelerator” with customizable implementation of rich media content design.
Timeline
Service
Founded in 1926, Kelley Blue Book, The Trusted Resource®, is the vehicle valuation and information source trusted and relied upon by consumers and the automotive industry. Each week, the company provides the most market-reflective values in the industry on its top-rated website, KBB.com, including its famous Blue Book® Trade-In Values and Fair Purchase Price, which reports what others are paying for new and used cars this week.
Each quarter, Kelley Blue Book offers vehicle manufacturers a takeover known as “The Accelerator,” where OEMs can overtake almost entirely the homepage and interior pages for advertisement purposes.
BMW’s new 3 Series models had to stand out in the competitive data analysis industry and appeal to various audiences, from segmentation and targeting to market positioning.
A typical customer of BMW is one in the mid-age (35-50), is excelling in their career, has a taste in aspirational products & values his social status. The benefits required by these people are superiority, performance, reliability & quality.
BMW’s strategy is to keep its products in the introduction and growth stages by periodically introducing new models in each product line. BMW does not like to have any products in the maturity or decline stage of the product life cycle.
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