BMW iX Launch with Amazon's First Lead-Gen Solution

Challenge

Amazon sought to develop a scalable lead-generation advertising product that kept customers engaged within its ecosystem while simplifying lead capture for advertisers. At the same time, BMW aimed to raise awareness for its fully-electric iX among tech-savvy audiences, positioning it as a leader in innovation and sustainability in the highly competitive EV market.

Insight

Amazon identified a gap in its advertising offerings for non-endemic brands, with digital lead-gen ad spend projected to exceed $3 billion in the U.S. by 2023. Meanwhile, BMW recognized Amazon’s audience as ideal prospects—tech-forward individuals who value innovation, luxury, and sustainability.

Idea

Develop Amazon’s first standardized, scalable lead-generation solution tailored for non-endemic brands. This solution leveraged Amazon’s vast customer data to provide high-quality leads while allowing BMW to showcase the iX’s cutting-edge features and sustainability credentials. The experience was designed to keep users engaged within Amazon’s ecosystem while simplifying the lead-sharing process.

Execution

1. Multi-Platform Integration: Deployed lead-gen ads across Amazon properties, including the homepage, product pages, Twitch, and IMDb.

2. Engaging Content: Created dynamic ads showcasing the BMW iX’s innovative features and sustainability focus.

3. One-Click Lead Capture: Enabled logged-in customers to share their interest in the iX with a single click, streamlining the lead generation process.

4. Audience Targeting: Used Amazon’s audience insights to identify high-value segments interested in EVs and luxury products.

Innovations

• Seamless Lead Capture: Introduced one-click lead sharing directly within Amazon’s ecosystem for a frictionless user experience.

• Privacy-Compliant Data Handling: Ensured secure storage of leads through Amazon’s Lead Manager tool.

• Cross-Platform Reach: Leveraged Amazon’s extensive network of properties to maximize visibility and engagement.

• Luxury Brand Integration: Successfully merged BMW’s premium automotive positioning with Amazon’s tech-savvy audience.

Impact

• 23.5M Impressions: Achieved widespread visibility across Amazon’s ecosystem.

• 5.4M Reach: Reached millions of unique users with targeted messaging.

• 83% Viewability Rate: Far exceeded industry benchmarks for ad engagement.

• 281 Test Drive Requests: Captured significant interest from potential buyers directly through the platform.

• Global First: Pioneered Amazon's lead-gen solution for automotive brands, setting a precedent for future campaigns.

This campaign successfully combined BMW's premium electric vehicle launch with Amazon's innovative lead-generation solution, creating a seamless and engaging experience that resonated with modern audiences while driving awareness and leads for the BMW iX.

Credits

• Senior Art Director: Matthew Swan

• Program Manager: Nick Robinson

• Senior Design Technologist: Armand Biteau