Case Study Library
Podcast Advertising Case Study: Automotive
How BMW Used Podcast Ads to Drive Awareness for Its New iX
A dynamic podcast campaign designed to increase awareness and interest in BMW's electrified iX model, targeting affluent audiences and early adopters.
Audio Campaign Summary
- Client
- BMW
- Industry
- Campaign objective
- Format
- Audio format
- Podcasts
- Audience profile
- Affluent early adopters, tech-forward, premium car buyers
Objective
Raise brand awareness and increase interest in the BMW iX among high-income, values-led consumers, encouraging showroom visits and driving consideration for test drives.
Campaign Execution
This campaign used a Dynamic Creative Optimisation (DCO) strategy to adapt messages based on real-world triggers like time of day, day of week, and listener location.
- Creative highlighted key selling points like performance, sustainability, and luxury.
- Ads ran across podcast genres aligned with BMW's target audience, including Technology, Business, Lifestyle, and Sustainability.
- The flexible format ensured relevance while maximising brand recall and intent to visit showrooms.
Results
+20%Brand awareness (vs control)
+25%Interest (vs control)
+22%Likeability (vs control)
- Campaign exceeded conversion KPIs and prompted additional test-drive actions
Hear the campaign
BMW
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