Cannes Lions
DRAFTFCB NEW ZEALAND, Auckland / BMW / 2011
Overview
Entries
Credits
Outcome
It worked. We generated 125 leads at a cost-per-lead of $54.69, compared to the benchmark average of $1003 for previous campaigns. 84 people explicitly stated they wanted a test drive - 12 times our target of 7 genuine test drives. At usual conversion rates of test-drives-to-sales, these leads represent $840,000 worth of cars sold.
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