Last year, when BMW Canada discovered that 33% of people seeking to buy a luxury car are also looking to buy a luxury home, the auto brand combined the two customer journeys in an activation called Stage Your Driveway.
In partnership with Toronto-based real estate company Heaps Estrin and agency FCB Toronto, BMW digitally superimposed three of its ‘most elite’ models (the X7, the i8 Roadster and the M5) onto real estate listings in upscale Toronto neighbourhoods, so that they appeared to be parked in the driveways. When prospective buyers visited the listings in person, real BMWs were parked out front, ‘turning driveways into showrooms’.
On the basis that nearby homes would attract similar clientele and were therefore high-value leads, BMW geofenced the areas surrounding each listing and ran targeted media featuring both the property and one of its elite vehicles. BMW then replicated the technique across other high-value lookalike listings.View Full Article