Times Media
The Advertising Resource from The Times, The Sunday Times and Times Online
Times Media creates bespoke, innovative and effective campaigns that work across a number of platforms and deliver ROI.
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BMW
BMW wanted the ‘progressive mainstream’ audience to reappraise the brand by associating it with relevant content or products
Research showed ‘off-the-beaten-track’ was a key part of the progressive mainstream identity. Times Media developed Your World, a unique travel site where users can leave their own travel stories and advice, and browse through the experiences of others. The initiative was fully integrated into all of BMW’s Touring communications, both on and offline.
The campaign is not yet complete but the most recent results show that:
- Reader recall is 43% (compared to a national press average of 20%)
- More than 33% of those who recalled the campaign had visited Your World at least once to read the stories posted
- Nearly 2500 people have submitted a travel experience - it is already the most successful commercially-branded section of Times Online ever
- Amongst those who visited Your World, there have been significant shifts in BMW's brand values: open-minded (34%-50%); creative (42% to 65%) and innovative 49% to 63%)
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