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BMW X RANGE

DISCOVER WHAT BMW X RANGE IS RIGHT FOR YOU.

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BMW X RANGE

DISCOVER WHAT BWM X RANGE IS RIGHT FOR YOU.

THE CHALLENGE.

BMW has one of the broadest SUV line-ups in the market, but consumers struggle to know which to pick. BMW challenged us to simplify the range, creating clear differentiation and unique USPs to help consumers pick the right model for them.

OUR RESPONSE.

We knew the What Car? reputation for friendly, helpful and clear advice for in-market buyers made it the perfect channel for BMW. Using existing BMW assets, we created a beautiful interactive digital hub in our whatcar.com ecosystem, written in the What Car? tone of voice with friendly, easy-to-understand language.

Simple, instantly relatable choices – ‘compact’, ‘family-friendly’ and ‘large’ – helped readers to quickly identify the right BMW for their need, while ‘more space’ or ‘more style/performance’ let them hone their selection. Content explained product features in-depth, with slider tools showing the differences between models. It was all backed up by extracts from What Car? editorial reviews that lent independent endorsement.

RESULTS.

We used every lever at our disposal to drive traffic to our BMW SUV hub, including native stories, rich-media display ads, native ads and social posts. The results were impressive, with over 62,000 hub views (+60% on KPI) and an average dwell time of 2m50s on key product pages – proving people were highly engaged with the content.