BMW iX - LAUNCH
Product · Lead Generation · Format Invention · 2018 · UK
Nobody had built this for automotive on Amazon before. We invented it. It became the global standard.
Client: BMW / Leadscale Year: 2018 Market: UK Role: Senior Art Director
23.5M Impressions
5.4M Reach
83% Viewability
281 Test Drive Requests
The Problem
BMW wanted to raise awareness for the iX and capture quality leads seamlessly without sending customers off-platform. Amazon needed to develop a scalable lead-generation solution for non-endemic brands. Two objectives. One campaign. Neither had been done before.
The Thinking
Amazon's customer base was ideal for premium EV marketing: affluent, tech-savvy, and already transacting. The insight: engaging users without making them leave the platform could streamline lead capture and dramatically improve quality. One click should be enough.
The Idea
A cross-platform campaign leveraging Amazon's audience data and one-click lead capture to engage prospects and collect test drive interest for the BMW iX. Ads across the Amazon homepage, product pages, Twitch, and IMDb with dynamic creative highlighting innovation and sustainability.
My Role
Senior art direction of the full campaign hero creative, wakescreen ads, the lead capture form pre-populated with Amazon customer data to reduce friction to two clicks, and the cross-platform creative framework. Pioneered Amazon's lead-gen solution for automotive globally.
What This Proves
The best formats feel inevitable in hindsight. The work is in being the one who builds them first.
Tags
Product · Format Invention · Lead Generation · Automotive · Go-to-Market · Design Systems
Credits
Senior Art Director: Matthew Swan
Program Manager: Nick Robinson
Senior Design Technologist: Armand Biteau
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.
As a customer would see it.
Driver example and frames of the customer experience we created on Amazon.