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BMW

OUR Readers’
HONEST Opinions
on the BMW 330e.

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BMW

OUR Readers’
HONEST Opinions on the BMW 330e.

THE CHALLENGE.

BMW wanted to raise awareness with buyers of both the breadth and efficiency of its extensive range of plug-in hybrid models – positioning itself as a technology leader in the sector, with a car for every driver and every need.

OUR RESPONSE.

We knew that explaining all the complexities of BMW’s plug-in hybrid line-up in one go wouldn’t make for great content. We needed a hero, and – luckily – we had one.

Autocar had just given the BMW 330e a 4.5-star review, while What Car? had named it the best Executive Car and best Plug-in Hybrid in the 2020 What Car? Awards. So, we put this star model – a key lynchpin of BMW’s PHEV line-up – into the hands of our readers for the ultimate peer-to-peer validation.

We took a group of carefully recruited Autocar and What Car? readers for a VIP test drive at Goodwood Motor Circuit to experience the car’s silent electric refinement and electrified performance. Their verdict was decisive: the BMW 330e had all the benefits of a plug-in hybrid, without losing any of BMW’s premium performance.

Once we’d introduced BMW’s no-compromise approach to PHEV technology, our hero video was backed up by native stories and social content that went more in-depth with a model-by-model guide to BMW’s plug-in hybrid range

RESULTS.

Despite launching at the peak of the coronavirus outbreak, the BMW PHEV campaign has achieved over 59,000 views to date across our Autocar and What Car? YouTube channels – delivering over 2,000 hours of exposure for BMW to our audience of in-market car buyers.