BMW iX Launch with Amazon's First Lead-Gen Solution

Campaign overview

The BMW iX campaign marked a global first with Amazon’s innovative lead-generation solution. This groundbreaking collaboration combined BMW’s premium electric vehicle launch with Amazon’s cutting-edge advertising tools to create an engaging experience that seamlessly captured high-quality leads while driving awareness for the all-new BMW iX Sports Activity Vehicle.

Client & Agency Partner: BMW, Leadscale
Year: 2018
Location: United Kingdom

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Hero campaign image, created using brand assets and hero images.

Hero artwork placed into our scalable lead generation product. Dynamic text and accessibility key.

The form, was filled with Amazon customers data supplied when opening up a amazon account. Saving them time.

Hero wakescreen drivers were created and signed off by the BMW brand team.

Mobile form view of the steps for customer. Really wanted to keep it to two clicks from driver.

Driver example and frames of the customer experience we created on Amazon.

Case study

Challenge

Amazon sought to develop a scalable lead-generation advertising product that kept customers engaged within its ecosystem while simplifying lead capture for advertisers. At the same time, BMW aimed to raise awareness for its fully-electric iX among tech-savvy audiences, positioning it as a leader in innovation and sustainability in the highly competitive EV market.

Insight

Amazon identified a gap in its advertising offerings for non-endemic brands, with digital lead-gen ad spend projected to exceed $3 billion in the U.S. by 2023. Meanwhile, BMW recognized Amazon’s audience as ideal prospects tech-forward individuals who value innovation, luxury, and sustainability.

Idea

Develop Amazon’s first standardized, scalable lead-generation solution tailored for non-endemic brands. This solution leveraged Amazon’s vast customer data to provide high-quality leads while allowing BMW to showcase the iX’s cutting-edge features and sustainability credentials. The experience was designed to keep users engaged within Amazon’s ecosystem while simplifying the lead-sharing process.

Execution

Multi-Platform Integration: Deployed lead-gen ads across Amazon properties, including the homepage, product pages, Twitch, and IMDb.
Engaging Content: Created dynamic ads showcasing the BMW iX’s innovative features and sustainability focus.
One-Click Lead Capture: Enabled logged-in customers to share their interest in the iX with a single click, streamlining the lead generation process.
Audience Targeting: Used Amazon’s audience insights to identify high-value segments interested in EVs and luxury products.

Innovations

Seamless Lead Capture: Introduced one-click lead sharing directly within Amazon’s ecosystem for a frictionless user experience.
Privacy-Compliant Data Handling: Ensured secure storage of leads through Amazon’s Lead Manager tool.
Cross-Platform Reach: Leveraged Amazon’s extensive network of properties to maximize visibility and engagement.
Luxury Brand Integration: Successfully merged BMW’s premium automotive positioning with Amazon’s tech-savvy audience.

Impact

23.5M Impressions: Achieved widespread visibility across Amazon’s ecosystem.
5.4M Reach: Reached millions of unique users with targeted messaging.
83% Viewability Rate: Far exceeded industry benchmarks for ad engagement.
281 Test Drive Requests: Captured significant interest from potential buyers directly through the platform.
Global First: Pioneered Amazon's lead-gen solution for automotive brands, setting a precedent for future campaigns.

This campaign successfully combined BMW's premium electric vehicle launch with Amazon's innovative lead-generation solution, creating a seamless and engaging experience that resonated with modern audiences while driving awareness and leads for the BMW iX.

Credits

Senior Art Director: Matthew Swan
Program Manager: Nick Robinson
Senior Design Technologist: Armand Biteau