For the launch of BMW’s all-new X3, Media Experts and FCB targeted several different types of shoppers. The new SUV was built to fit any lifestyle and appeal to several demographics, as it featured the latest tech, high performance, and a luxury design. The agencies used YouTube’s Vogon technology to strategically tap into the power of search and data. By decoding people’s actual search behaviour instead of just what they’re watching on YouTube, the agencies dove deep into what consumers really care about – matching their interests with specific X3 features and then retargeting them with custom video ads on YouTube.