Challenge

Create a scalable lead-generation solution for non-endemic brands while giving BMW a premium way to generate qualified leads for the electric iX.

Insight

Amazon already had the audience, data and technology. The missing piece was a creative experience that connected brand storytelling with customer intent.

Idea

Build Amazon's first standardised lead-generation solution for non-endemic brands. Customers could discover the BMW iX across Amazon's ecosystem and submit a lead directly through the experience.

My role

As Senior Art Director, I designed the product from scratch with policy and sales proactive work, not a commissioned campaign. I concepted, ideated and built UX prototypes over a year and a half on top of day-to-day work, launching Amazon's first lead-gen product of its kind.

The insight was customer distrust of lead-gen forms repeated re-entry, a real sense of exposure. We used the data Amazon already held, on Amazon's terms, to remove that friction: customers were shown only the exact car model they'd expressed interest in, not retargeted broadly. Built to scale as a product the whole thing ran off a single JPEG upload it later extended to Land Rover and Jaguar, running for two to three years.

Impact

• 23.5M impressions

• 5.4M reach

• 83% viewability

• 281 test-drive requests

• resold 179 times across auto

The work pioneered Amazon's lead-generation solution for automotive brands.

Art Direction · Product Innovation · Lead Generation · Automotive · Technology · Platform