Episode 90 How BMW leveraged the fresh start effect to win over new drivers

In this episode, we explore how BMW used behavioral science to grow consideration by targeting fresh starts like home buying, leveraging price relativity with luxury context, and exploiting proximity to boost brand perception. It's a clever use of timing, framing, and emotional influence.

Episode Highlights

05:00 – 06:45

BMW’s “Stage Your Driveway” campaign placed cars in front of homes for sale, reaching people during major life changes. Moving house disrupts habits, making
consumers more open to trying new brands.

10:00 – 11:55

The Fresh Start Effect shows how new beginnings reset behavior. BMW timed its message to reach buyers in transition, similar to how people use birthdays or new years to make meaningful life changes.

26:00 – 27:45

By placing cars next to luxury homes, BMW made their prices feel more reasonable. People judge value by comparison, so the car felt attainable beside a
million-dollar house rather than in isolation.