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B.M.W Concessionaires (H.K.)

BMW Logo

Mini Copper HK is one of the brands of B.M.W Concessionaires (H.K.) Limited, which was established in 1968, and is the sole importer and distributor of BMW cars and Motorcycles in Hong Kong and Macau. This campaign is to promote the 2nd generation Clubman with unique 6-door design newly revealed by Mini Copper

Objectives

  • Boost this new model’s awareness with its unique selling proposition
  • Draw the enquiries

Results

  • No. of impression outperform industry 28.7%
  • Sales revenue grew 10% vs same period of previous year

Strategy

  • Attract the customers who are looking for cars or searching information on MINI via 2 giant search engines Google and Yahoo
  • Use Google Display Network covering most of the popular websites in HK to attract the most audience
  • Take advantage of word of mouth and “Like” function in social media platform to draw social awareness