Special Corporate Projects
BMW x Sonic Automotive EV Initiative 2023 Concept Videos
A Quick Brief
BMW Dealers from Beverly Hills to D.C. need to move more EV metal to improve next year’s allocation.
The problem: Early Adopters adopted years ago. And there is a % of consumers that will never go EV.
Audience: Current and new Luxury buyers who can be persuaded to make the switch.
Method: Qualitative interviews with eight BMW General Managers in the U.S., BMW North America, and Sonic Automotive.
Insight: Mid-Funnel EV buyers are most concerned about: Range Anxiety, Service, and Home Charging.
We added more about build quality and performance to address Tesla without calling them out by name, which would not be compliant for Co-op.
https://www.bmwofnashville.com/why-buy-ev.htm
https://www.atlantabmw.com/why-buy-ev.htm
https://www.bmwofbeverlyhills.com/why-buy-ev.htm
Then my team produced two paid social videos. If you watched 30% of the first video, you get retargeted for the second.
Sonic Certified
This is an industry-changing CPO warranty that can be sold at any Sonic location and serviced at over 100+ Sonic Automotive locations across the U.S.
The Problem: Sonic Automotive has steadfastly refused to be an over-arching corporate brand, instead relying on local markets and local identity.
The goal: Position the client’s name and nationwide footprint as assets with key benefits for the consumer.