WorkCase study · 03
I led campaigns that gave people a real reason to show up at a BMW and MINI dealership.
Each one was built around an experience: a children’s festival, a courtesy program and a car meet. I planned, produced and measured them the way I’d build any other system.
- 450k+ impressions for a MINI designed by children at a Laval festival
- 600+ attendees and 1.2M organic social impressions for one car meet
- The first eBike courtesy program at a Canadian dealership
- Role
- Concept, production, video, social, email, events
- Where
- BMW MINI Laval
- When
- 2023 · three campaigns, May → July
- Recognition
- BMW Canada · MINI Canada
01Before
Most dealership ads are a price and a deadline, which only reaches people already shopping.
Trade-in offers, financing rates and holiday discounts work well on people who are already shopping for a car, and most other people scroll right past them.
So I built each of these three campaigns around an experience, and aimed each one at a different crowd: families, service clients and enthusiasts.
I also scripted, filmed, edited and posted every one of them, so people who were never there could still see what happened.
- FamiliesA MINI their kids could draw onMINI Designed by Children of Laval
- Service clientsA premium eBike while their car is servicedElectric Bicycles
- EnthusiastsRare models, food trucks and a DJCars & Coffee
02The system
All three campaigns followed the same five-step plan, from the first idea to the results.
The steps are idea, production, channels, day-of and results. Here are the three campaigns side by side, so you can follow each one from the concept to the numbers.
Campaign 01 · May 2023
Brand awareness Social media & event
MINI Designed by Children of Laval
01 · Idea
Wrap a MINI Cooper in white vinyl and let the kids at a children’s festival draw on it. Then present it as the very first MINI Cooper designed by the children of Laval.
02 · Production
Organized BMW MINI Laval’s participation in the festival. Arranged the wrap and cut its cost in half through a co-promotion. Wrote, shot and edited two promo videos.
03 · Channels
Social media, carried by the two videos and extra content made for organic engagement.
04 · Day-of
At the children’s festival in Val-Des-Arbres, children drew their designs directly on the wrapped MINI.
05 · Results
- 450k+ impressions across promotional material
- 80k unique video views
- Acknowledged by MINI Canada across its national dealership network
- Concept recreated at Fête de quartier St-Bruno
Show receiptHide receipt: MINI Designed by Children of Laval
- Metric
- Impressions across all promotional material, and unique video views
- Source
- BMW MINI Laval’s campaign results
- Window
- May 2023
- Values
- 450k+ impressions, 80k unique video views
- Note
- The views come from the two promo videos I wrote, shot and edited, and count each viewer once.
Campaign 02 · June 2023
Awareness & conversions Social media & CRM
Electric Bicycles
01 · Idea
Lend service clients a premium Italian eBike while their car is being serviced: a sustainable way to get around during cycling season. It became the first eBike courtesy program at a Canadian dealership.
02 · Production
Coined the slogan “Le plaisir de rouler vert,” built on the dealership’s own “Le plaisir commence ici.” Wrote, shot and edited the promo video.
03 · Channels
An email campaign to existing clients, a landing page and social media.
04 · Day-of
A QR code on each eBike opened the landing page: contact info, plus access to a cycling-path app. Call-center agents presented the offer from a script I wrote.
05 · Results
- 210k+ impressions across promotional material
- 45k unique video views
- The program earned a BMW Canada Sustainability Award
Show receiptHide receipt: Electric Bicycles
- Metric
- Impressions across all promotional material, and unique video views
- Source
- BMW MINI Laval’s campaign results
- Window
- June 2023 launch
- Values
- 210k+ impressions, 45k unique video views
Campaign 03 · July 2023
Brand awareness Social media, email & event
Cars & Coffee
01 · Idea
The yearly Cars & Coffee for BMW and MINI enthusiasts: rare models on display, and everyone invited to bring their own car.
02 · Production
Planned the event: food trucks, tents, vehicle coordination. Designed the logo, graphics and branded merchandise. Wrote, shot and edited three promo videos.
03 · Channels
A landing page for early sign-ups. A contest with the MINI & BMW Lifestyle Collection as the incentive. Organic posts before, during and after. Email. Outreach to local car clubs to grow attendance.
04 · Day-of
Three food trucks, free merchandise, contests and music by DJ Vito V.
05 · Results
- 600+ attendees
- 1.2M organic social impressions, images and video
- 100k unique video views
- 279 people signed up before the event
Show receiptHide receipt: Cars & Coffee
- Metric
- Organic social media impressions, images and video
- Source
- BMW MINI Laval’s social media accounts
- Window
- Before, during and after the event, July 2023
- Values
- 1.2M impressions, 100k unique video views
- Note
- Reached through organic posts, including three promo videos I wrote, shot and edited. The 279 early sign-ups came through the event’s landing page.
04Decisions that mattered
Four decisions shaped these campaigns, and each one came with a trade-off.
01
Make the car the canvas
- Decision
- Wrap a MINI Cooper in white vinyl and let the kids at the festival draw on it.
- Why
- Drawings on a MINI get photographed, filmed and shared, which is exactly what a brand-awareness campaign needs.
- Trade-off
- A full vinyl wrap is a real expense. A co-promotion cut that cost in half.
02
Ask for the sign-up before the event
- Decision
- Give Cars & Coffee a landing page for early sign-ups, plus a contest with the MINI & BMW Lifestyle Collection as the incentive.
- Why
- With a list, I could remind people before the day, see how many were coming and invite them back for the next edition.
- Trade-off
- More to build and promote before the day, for a payoff you only see after it.
03
Borrow audiences and budgets
- Decision
- Bring in partners: a co-promotion on the MINI wrap, and local car clubs for Cars & Coffee.
- Why
- Partners bring people and money you don’t have to find yourself. Car clubs already gather exactly the crowd a car meet wants.
- Trade-off
- You share the visibility and the credit with your partners.
04
Say it in the brand’s own voice
- Decision
- Build the eBike slogan, “Le plaisir de rouler vert,” on the dealership’s own “Le plaisir commence ici,” and give call-center agents a script for the offer.
- Why
- A new program lands faster when it sounds like something the brand already says, and when everyone on the phone says it the same way.
- Trade-off
- It left less room for a clever new line, and in a five-word slogan I chose recognition over novelty.
05Results
The work grew BMW Laval’s audience and earned two national recognitions.
Alongside the events, I kept BMW Laval’s social channels going with consistent content and community-driven campaigns, and that steady work grew the audience over the year.
+60%
followers on BMW Laval’s social media, within one year
Show receiptHide receipt
- Account
- BMW Laval social media
- Window
- Within one year
- How
- Consistent content and community-driven campaigns
+150%
engagement on the same accounts, same one-year window
Show receiptHide receipt
- Account
- BMW Laval social media
- Window
- Within one year
- How
- Consistent content and community-driven campaigns
Recognition
Campaigns I led at BMW MINI Laval were recognized by BMW Canada and MINI Canada.
BMW Canada
Sustainability Award
For launching the first eBike courtesy program at a Canadian dealership.
MINI Canada
National recognition
For a creative brand-awareness campaign, highlighted across the national dealership network as a benchmark for local marketing.
06Your company
Your customers already have moments when they’re paying attention, and I can build a campaign around them.
It might be a service visit, a renewal or a delivery day. I build the campaign around that moment, then connect the sign-ups to your CRM so you can reach those people again afterward.