Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How BMW leveraged the fresh start effect to win over new drivers
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Nov 5, 2025 Explore how BMW cleverly used behavioral science to win over new drivers. The conversation highlights targeting life events to create more openness to change. Discover the fresh start effect and how it influences consumer behavior during key moments. Learn about price relativity and how luxury comparisons can boost brand appeal. The mere proximity effect reveals how surrounding luxury ads can elevate perception. Personal road trip tales add a fun twist to the insightful marketing strategies discussed.
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Life Events Make People Receptive
- Moving house and other big life events destabilize habits and make people open to new brands.
- BMW targeted homebuyers to reach people at that receptive moment and increase consideration.
Timing Boosts Behavior Change
- The fresh start effect shows temporal landmarks (birthdays, new year) boost openness to change.
- West Midlands police saw a 56% higher response when offers were sent after criminals' birthdays.
Target Fresh-Start Data Actively
- Collect and use first- and third-party signals (birthdays, moves) to target fresh-start moments.
- Use those moments both offensively to win customers and defensively to retain habitual buyers.