BMW Canada: 2012 Conquest Program

This case study describes how BMW, the car manufacturer, partnered with two luxury loyalty programs to target affluent consumers in Canada.

BMW: 2012 Conquest Program

Rivet

Entry Information

Country where program ran: CanadaProgram start date: 05/01/12Program end date: 01/01/13Advertiser/Client Name: BMW CanadaProduct/Service Description: BMW is the premiere luxury car brand in the world and the 5, 6 and 7 Series are the ultimate expression of the German manufacturer's commitment to design, performance and luxury.Category: Automotive (AU)

Strategy

Business problem

Canada's luxury car category is highly competitive and niche. Its audience is affluent, elusive, hard-to-impress & and very select. So when BMW Canada sought to drive sales of its higher-end line-up...

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