Case Study: BMW drives luxury consumers to dealerships with GroundTruth's location technology

BMW boosts dealership engagement 10% with GroundTruth

BMW UK faced the challenge of driving awareness and engagement for its 7 Series model, specifically aiming to attract luxury consumers away from competitors and into its local dealerships. To achieve this, the renowned car manufacturer partnered with vendor GroundTruth to leverage its mobile location technology.

GroundTruth implemented a solution using location-based proximity targeting near competitor dealerships and audience targeting with Experian data to reach high-income individuals. They also used retargeting and a Store Visitation beta study to measure footfall. This strategy successfully reached BMW's core audience, with proximity targeting performing 3% above the benchmark for driving dealership visits. Audience targeting drove even deeper engagement, with rates 10% higher than the proximity method.

BMW