Case Study: BMW achieves increased showroom visits and 11% higher engagement with GroundTruth

How BMW used location technology to drive luxury consumers to local dealerships

BMW turned to GroundTruth to boost awareness of its new 7 Series among luxury car buyers in the U.K. The challenge was to engage high-income consumers, siphon consideration from competing luxury dealerships, and drive foot traffic to local BMW forecourts. GroundTruth’s location and audience targeting solutions — including Audience Targeting, Location Targeting, Experian data overlays, retargeting and a store visitation pixel via GroundTruth Blueprint — were used to reach the right prospects.

GroundTruth’s proximity targeting around competitor dealerships, home-based audience segments, and retargeting of ad-exposed users delivered measurable impact: a 20% higher expansion rate versus benchmark and an 11% increase in engagement rates, while the store visitation pixel confirmed increased visits to BMW forecourts. GroundTruth’s approach allowed BMW to demonstrate mobile’s role in purchase decisions and to report verified footfall by targeted forecourt.

BMW

Patrick Zinga

Digital Media & Programmatic Planner