[Case] ​​BMW achieved the effect of "brand exposure + event promotion + sales conversion" with just one WeChat Moments advertisement?

Recently, BMW advertisements have once again entered the WeChat Moments, using the form of "copywriting + long video + H5" to launch the innovative BMW 2 Series Touring to WeChat users.

Many people are not optimistic about WeChat Moments advertising, so why does BMW still use WeChat Moments as an advertising platform this time?

❶High interaction rate, shortening the distance. Users can participate in brand activities by clicking to view details/pictures, liking and sharing them on WeChat Moments, or directly sending them to WeChat friends.

❷ Moments advertising can reach the target audience more accurately.

❸Explosive exposure can easily produce brand effect.

❹Many users and wide coverage.

Speaking of exposure, let’s first review BMW’s previous advertisements on WeChat Moments.

BMW’s first advertising campaign on WeChat Moments.

There was also the cool Snake game commercial a while ago.

It can be seen that the advertising copy of the first two times was direct and brief, but it also tried to communicate with users, which resulted in wider dissemination.

Let’s compare how this advertisement won the first prize in the “Circle of Friends Advertising Competition”?

It can be seen that the copy of BMW's new advertisement is as concise and to the point as ever, and more appealing.

Good copywriting is half of the success of an advertisement, especially in the circle of friends. Copywriting is particularly important in attracting more users to click and increase exposure. Among the high-quality active users of WeChat Moments , young users like to use WeChat to express their attitude towards life.

BMW just seized on this feature and created a unique life attitude for young people, making users interested in the advertisement and having a sense of identification and involvement, so the exposure rate was naturally achieved.

Let’s look at the copywriting in H5. It’s much more impressive.

Even the introduction of a glass sunroof can be so philosophical, and buying a car can be so sentimental. BMW is about to soar to the sky.

BMW seems to be able to understand the audience's psychology and lifestyle very well. With just one or two sentences, it can easily raise the audience's expectations for cars to the highest level, completing the transformation from guessing what users might like to telling users what you need.

In addition, four long videos were inserted into the H5, divided into Kun Ling's "Enjoy It" and Wu Zun's "Enjoy Every Day", which can easily leave a deep brand impression on the audience. Here are two of them for you~

【Hannah Quinlivan】

【Wu Zun】

The video uses the two stars' most authentic appearances on and off the stage as the starting point. Whether it is work or family, the innovative BMW 2 Series Touring can meet the needs to the greatest extent and make the advertisement lifelike.

Inserting multiple videos will undoubtedly better showcase the brand than using monotonous pictures and texts. These four videos are equivalent to BMW’s WeChat Moments advertising press conference, allowing the audience to have a comprehensive understanding of the new products. It can be seen that every scene in the video is closely connected with the product, guiding users to gradually deepen their trust in the product and potentially stimulate their desire to buy.

In order to prove that it is not just talk, BMW added a "early test drive" section in H5. Users only need to fill in their name, contact information and other information to complete the preliminary reservation.

Jam Girl tried to make an appointment and received a text message reply from BMW the next day. However, the specific time and place of the test drive are still unknown. Perhaps these will be detailed in subsequent telephone communications.

But it is not difficult to see BMW's careful planning this time. Through test drive activities, by utilizing massive exposure and brand attention to form a seamless connection, and opening up the O2O closed loop of online advertising and offline test drives, it may bring more practical conversion effects to the launch of new BMW cars.

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