While BMW has good brand awareness amongst the audiences, it has been on facing consideration issue due to the launch of new models from Audi and Mercedes. In past 2 years, the BMW went down to #3 position in terms of sales in Luxury Automobile Category right behind Audi &Mercedes.

Audi, on the other hand, has been aggressive In launching new models got their final launch of 2016 “The New Audi A4” which competes directly with the BMW 3 series (the most popular car from BMW globally).

While competition in luxury car segment has become increasingly competitive, the need to reach out to a niche segment has become increasingly difficult in the wake of limited marketing budget.

The A4 launch could potentially have a direct impact on sales of BMW 3 Series and we knew that our primary and secondary audience is very much present on digital platform

The primary channel was Google Search to ensure we leverage on all search queries for Audi and Audi A4. Also, tweaked communication on text ads for BMW related searches to ensure the BMW enthusiasts are welcome with feature related ads.

For the audience who visited Audi India YouTube channel, we targeted the main launch video of Audi A4 & reached out to all the viewers of the video with a pre-roll ad for BMW 3 Series.

Through this approach, BMW hijacked the launch of Audi A4 on the most researched platforms on Digital.