The ultimate drive
BMW, a golf sponsor with a lengthy history in the sport, aimed to connect with Canadian golf enthusiasts through a third instalment of the Drive It Home program that we designed during the pandemic. Through engagements with clubs across Canada, golfers experienced thousands of seamless test-drives in a non-sales setting, coupled with access to exclusive contests and thoughtful gifting. In select markets, we created immersive programming at private courses designed to enhance the guest experience and further drive brand affinity.
Background
For the past four decades, BMW has been synonymous with golf and advancement of the sport through sponsorships and engaging activations. Proud title sponsor of BMW Championships in the US, U.K., Germany, and South Korea, they are also the worldwide partner of the Ryder Cup.
Building on the global equity in the sport, our mandate was to cultivate organic connections and recognition among golf enthusiasts in a collection of golf’s most important markets across Canada. Expanding successful programming with ClubLink in Ontario and Quebec, we were challenged to also forge new partnerships with private clubs in British Columbia (B.C.).
At the core of our mission was to create test-drive opportunities for the brand—a program we called Drive It Home. We augmented our mission with value-added club sponsorships designed to further drive brand affinity.
Challenge
Optimize the usage of 22 vehicles across the country and ensure whatever programming we created in English and French Canada, Pro Shop staff were as engaged and as passionate about the program as the team at BMW Canada and 7 Communications.
Challenge
Optimize the usage of 22 vehicles across the country and ensure whatever programming we created in English and French Canada, Pro Shop staff were as engaged and as passionate about the program as the team at BMW Canada and 7 Communications.
Solution
To foster strong relationships with participating courses, our team conducted multiple in-person training sessions and virtual meetings with each club to enable us to immerse ourselves in their unique dynamic and culture. The creation of a friendly competition between clubs created additional focus and aided in delivery of the results below.
There were many facets of this programming that upon training completion, began with the installation of EV chargers at select clubs to deliver a seamless and sales-free 72-hour test drive experience for club members. Once installed, members were invited to use the program website to confirm their preferred date and time to experience their choice of full-electric, hybrid, and gas-powered X and iX models. Our concierge team was available via text, mobile, and email to ensure a seamless and premium experience for each club and their members.
Other aspects of our programming included sponsoring two tournaments at the prestigious Shaughnessy Golf & Country Club and the two-day Men’s Team Championship at the historic Marine Drive Golf Club. Each tournament included interactive vehicle displays showcasing the all-new plug-in hybrid BMW XM, the electric BMW i7, and the exhilarating 430 Cabriolet. To entice members and encourage interaction with the vehicles, BMW provided exclusive contests including a Ryder Cup BMW VIP Experience for two, a Rimowa luggage set, a BMW Championship VIP tournament experience, a Thermal Track experience in Palm Springs, and a Thrill of the Drive experience at Vancouver Motorsport Circuit. The BMW Café and premium branded TaylorMade gifting made for an additional lasting impression at each location.
Results
The Drive It Home program tells a compelling story:
- 22 vehicles in rotation throughout the season to offer a diverse and exciting test-drive experience for those wanting to experience the breadth of the BMW line-up.
- Eight prestigious clubs nationally that provided targeted reach to each of their High-Net-Worth clients.
- Each of the 22 vehicles being booked more than 18x over the summer demonstrated the remarkable demand and interest in the program.
- More than 400 new leads generated.
The golf sponsorship opportunities enabled the BMW brand to expand their horizons and continue elevating the standard of performance to successfully connect with a fresh, distinctive audience, and generate prospective customers.
80% of members entered to win one of the (3) premium contest prizes, 67% opted in to BMW Canada’s marketing communications, and 30% wanted a retailer to contact them.
Well above average program metrics were achieved from exceptional service and on-target programming.
Core Contributors
