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BMW Sweden’s first programmatic DOOH campaign increases dealership visits by 68% 

BMW

Industry

Automotive

Challenge

BMW aimed to boost awareness of a limited-time leasing offer and drive foot traffic to 40 dealership locations across Sweden.

Results

The campaign drove significant visibility and showroom visits for the BMW 330e Touring, using targeted DOOH ads in high-traffic areas near dealerships.

Key Product

Demand-Side Platform (DSP)

156%
Increase brand preference
450%
Increase in consumer action
188%
Brand image uplift
68%
Dealership Visit Uplift
BMW (1)

Overview

In a move to strengthen its market presence in Sweden, BMW launched its first programmatic digital out-of-home campaign alongside Vistar Media, showcasing its commitment to innovation and luxury. This initiative focused on boosting visibility and driving in-store visits for the plug-in hybrid BMW 330e Touring, marking a significant strategic step to connect with Swedish consumers.

Campaign goals

The primary goal of BMW’s campaign was to create awareness around a limited-time leasing offer and draw foot traffic to its 40 dealership locations throughout Sweden. To track the impact, BMW partnered with Happydemics for a brand lift study, focusing on metrics such as brand recall, brand preference and customer actions. To further measure showroom traffic directly attributable to the campaign, a foot traffic attribution study was conducted alongside Spotzi.

-> Execution

Through a strategic collaboration with their agency, Mediaplus, BMW's ads appeared in high-traffic locations near its dealership locations, using POI targeting to maximize visibility within close proximity to its stores. Vistar Media’s DSP and Broadsign’s SSP enabled the campaign's deployment across Clear Channel Sweden’s premium digital inventory, ensuring precise targeting and optimal reach.

-> Foot traffic study

To assess how well the campaign translated into dealership visits, a foot traffic study analyzed mobile devices exposed to the DOOH ads. The results underscored the campaign’s direct influence on showroom traffic.

-> Results

156% Increase in Brand Preference
BMW’s campaign boosted brand preference by 156% among ad recallers, with 41% preferring BMW, showing strong influence on consumer opinion.

6.9 Million Impressions & 53% High Ad Recall
The campaign achieved 6.9 million impressions and 4.5 million ad plays, with 53% of ad recallers exposed multiple times, enhancing brand recognition.

61% Brand Attribution - Top 15% Globally
61% of ad recallers associated the ads with BMW, with an 11% increase in attribution, placing the campaign in the top 15% of global automotive DOOH campaigns.

188% Brand Image Uplift - Top 10% for Automotive
The campaign improved BMW’s brand image by 188%, with 48% of ad recallers viewing the brand positively, ranking in the top 10% for brand image enhancement in automotive DOOH.

450% Increase in Consumer Action
Consumer intent surged, with 55% of ad recallers indicating plans to act, a 450% increase; 17% showed purchase intent, while 15% sought more information.

-> Increased dealership visits

The DOOH campaign contributed to a 68% uplift in visits to BMW dealerships among exposed consumers, with nearly half of the visits occurring the day after ad exposure. High-traffic dealerships observed the most substantial increases, but mid- and lower-traffic locations also saw significant gains, proving the campaign’s ability to generate consistent results across various dealership locations.