BMW & MINI wanted to raise awareness of their service plans by reaching customers with tailored offers based on vehicle age. They sought to combine the scale of Out-of-Home with the benefits of precise targeting. i-media made this possible by using ANPR technology to trigger bespoke creative by make and vehicle age at MSAs. This approach gave BMW & MINI access to OOH with a new level of precision, delivering stronger awareness and measurable uplifts in bookings and enquiries.
The Challenge
BMW and MINI needed a more effective approach for their personalised pricing after-sales service plans. Unlike car launches, after-sales campaigns require reaching existing customers with messaging that feels relevant to their needs and timing. The brands wanted a data-led DOOH solution that could deliver dynamic and relevant offers, maximising impact and efficiency beyond what broad awareness channels could achieve.
The Solution
i-media’s real-time ANPR targeting provided BMW and MINI with the precision their after-sales campaigns required. By recognising BMW and MINI vehicles as they entered motorway service areas, the technology segmented cars into three key age groups (3–7, 7–10, and 10+ years old). Relevant discounted pricing options was directed to each group, ensuring that drivers received offers aligned with the age of their vehicle.
The environment itself played a crucial role. Motorway service areas capture motorists at a natural pause in their journey, a moment when car performance, reliability, and servicing are already front of mind.This contextual relevance allowed the campaign to cut through more effectively than traditional broad targeting.
After two successful aftersales campaigns with i-media, BMW and MINI launched a third wave in October 2025. This extended activity built on the initial campaign’s success and further strengthened engagement with their customer base.
The Results
The October campaign delivered strong awareness and action among BMW and MINI drivers. Among those exposed to the ads, 99% took at least one follow-up step, from making enquiries to booking a service. This rises to100% for regular MSA users (those who visit monthly). 31% of drivers booked a service directly, while overall bookings and enquiries rose +8% across both brands.
Campaign awareness performed strongly amongst monthly MSA users. They had a 10% higher recall rate than the general public, demonstrating that our environments are points of dwell and attention for consumers. Furthermore,in a general survey, more than 1 in 5 people remember seeing the campaign at an MSA, indicating our nationwide coverage.
