BMW

Challenge
The luxury vehicle market is super competitive. To stand out, BMW asked GALE to help rebuild their CRM program from the ground up. That meant enticing new prospects, converting them to owners, and keeping them engaged as a member of the BMW family.

Solution
We started by creating a series of tailored customer journeys and a library of compelling content to be delivered via email and direct mail. Based on how people interacted, we paired them with the right vehicles and incentives to drive them to a decision. The system was continually optimized to get more efficient the more it was used.

Below is a selection of email heroes from one BMW journey. This journey helped prospective customers determine what kind of BMW was right for them—by asking questions based on their interests and lifestyle.

Team
ECD: Jason McCann
ACD: Calvin Lai, Shawn Dos Santos
AD: Min Yan Huang
CW: Adam Tarchoun