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 premium audiences and early adopters.
Audio Campaign Summary
Client
BMWIndustry
AutomotiveCampaign Types
Performance, DCO, AwarenessAudio Format
PodcastsAudience Profile
Affluent early adopters, tech-forward, premium car buyersObjective
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
Increase in brand awareness (vs control)
20%
Uplift in interest (vs control)
25%
Increase in likeability (vs control)
22%
Campaign exceeded conversion KPIs and prompted additional “test drive” actions
Listen To The Ad
BMW
DCO
Performance
00:00
00:30
