| Title | THE BMW TRAVEL BANNER |
| Brand | BMW AUSTRIA |
| Product/Service | BMW 2 SERIES GRAN TOURER |
| Category |
D01. Web Banner |
|
Entrant Company
|
DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA
|
|
Advertising Agency
|
DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA
|
Credits
| Christin Herrnberger |
Demner/Merlicek/Bergmann |
Account Supervisor |
| Markus Dammelhart |
Demner/Merlicek/Bergmann |
Account Manager |
| Nina Koblinger |
Demner/Merlicek/Bergmann |
Account Manager |
| Francesco Bestagno |
Demner/Merlicek/Bergmann |
Creative Director |
| Marc Metzler |
Demner/Merlicek/Bergmann |
Digital Creative |
| Isabelle Stadler |
Demner/Merlicek/Bergmann |
Copywriter |
| Dominik Source |
Demner/Merlicek/Bergmann |
Final Artwork |
| Alexandra Pytko |
Demner/Merlicek/Bergmann |
Project Manager |
| Daniel-Antonios Zafirakis |
Demner/Merlicek/Bergmann |
Programmer |
Creative Execution
We met both groups exactly where they’re about to plan
their next trip – at Austria’s most popular travel-booking-site.
For the first time, we synced the site’s input mask with a banner, which adapted itself to the users individual needs. If the user wanted to travel with e.g. another adult and 3 kids, they were directly put onto the car seats. Thus we showed, that the new BMW 2 Series Gran Tourer is the perfect travel companion for no matter whom or how many.
BMW received 3 times more registrations for test drives via
the banner than via other online ads, that ran during the same period of time.
With its 7 seats and its enormous
storage capacity, the new BMW 2 Series Gran Tourer is the perfect car for traveling and spontaneous adventures.
Thus it appeals to two completely different target groups: Young adults, who want to be out and about with many friends and active families with more than two kids. Both groups usually won’t consider buying a BMW, as there were not many BMW Models that would fit their needs. As we should advertise the BMW 2 Series Gran Tourer via a banner campaign, we searched for a site, where we could find both target groups and prove to them, that the the BMW 2 Series Gran Tourer is the perfect fit for them.