The Brand-Case
BMW
"How do you lead the transformation of an iconic car brand in a new era?"
The ad world is changing and BMW is set up to lead that change.
BMW Brand Case
1
.
"Make people see your towering conviction to electric vehicles."
THE TRANSFORMATION OF A LANDMARK
The four-cylinder tower in Munich – BMW’s headquarters and symbol of the gasoline engine – became, thus, on 18 December 2017 an icon of BMW’s vision for the future. A carefully choreographed spectacle of light turned the four cylinders into four 101-meter-high electric batteries.
"Break through to their minds by strategically enhancing digital experiences."
2
.
BE THE ONE WHO DARES
The BMW X2 campaign is using a range of new digital communications channels to reach BMW fans around the world, in line with the brand’s new focus on a more youthful “Sheer Driving Pleasure”. BMW communications are taking a noticeably younger, fresher approach, with a new tonality that explores unexpected channels.
"Don’t just be the fastest on the road, be the fastest on the web, too."
3
.
THE WORLD’S FASTEST AUTOMOTIVE CONTENT MARKETING WEBSITE
Car manufacturers have optimized their websites for mobile use, but many still feel slow and complex. To reflect the cars that it produces, we designed and developed BMW.com as an all-new dynamic global content hub. In close collaboration with user experience specialists, designers, and editors, the team aimed to create the best mobile user experience by using a combination of Google AMP and PWA technology.
4
.
"Let them have a conversation that wasn’t possible before."
THE MONA IPA - AN EXPERIENTIAL INSTALLATION
On the square in front of the “Centre Georges Pompidou”, BMW caught everybody’s attention with a huge, 70-square-metre LED installation of the famous Mona Lisa, which tied in with the presentation of the new BMW Personal Assistant. Mona Lisa answered everything curious visitors wanted to know. Using face tracking technology, she even moved her face and hands, bringing this 500-year-old painting to life.
5
.
"Be playful in new ways for new target groups."
DEVELOPING THE #UNITEDINRIVALRY CAMPAIGN
To establish itself as a new major player in the world of esports, BMW is engaged in a major expansion that will involve partnering with five of the world’s top esports organisations. These include Cloud 9, Fnatic, Funplus Phoenix, G2 Esports and T1. The social media campaign features all five teams who, particularly in the game of League of Legends, have bitterly competed over the highest prizes.
"Make them hold their breath within new media formats."
6
.
SCI-FI PODCAST, HYPNOPOLIS, A MOVIE FOR THE EARS
This makes BMW the first automobile manufacturer in the world to offer its customers their own audio entertainment podcast. In a total of six episodes of 15-20 minutes each, listeners can expect not only a gripping story, but also insights into the mobility of the future.
7
.
"Touch their hearts with emotional stories about how you changed the world for the better."
BASED ON A TRUE STORY: A NEW SHORT FILM – “THE SMALL ESCAPE”
30 years after the fall of the Berlin wall, BMW recounts the story of the desire for freedom, ingenuity and engineering skill in the short film “The Small Escape.”
8
.
"And please:
never stop having fun.
Even with your fiercest competitors."
A FAREWELL VIDEO FOR OUTGOING MERCEDES-BENZ CEO
After more than 13 years at the helm of Daimler, Dieter Zetsche has retired from his roles as a Chairman of the Board of Management of the company and Head of Mercedes-Benz Cars. To congratulate Dr. Z on his retirement, one of the biggest rivals of the three-pointed star company, BMW, has released an emotional video documenting his last day at work.
I'M NOTHING WITHOUT A GREAT TEAM:
Executive Creative Directors:Max Lederer, Till Eckel, Joachim Kortlepel,
Group Creative Director: David Leinweber
Creative Directors: Benjamin Bruno,Christian Wölky, Stefan Amtmann, Mihai Gongu, Marcus Pfeiffer, Erik Höhn
Digital Director: Felix Burger, Phillip Cieba
Art Directors:Dustin Przibilla, Elena Knittelfelder, Sebastian Hölzer, Christian Dallmeier, Max Kuntscher
Copywriters: Lena Charbonnier, Simon Knittel, Leo Keller
Artwork and Motion Design: Matthias Grundl, Julian Schau
Account Director: Niels Böse, Lisa Weller, Maria Buschuew, Tim Kuphalt
Project Manager: Cathleen Losch
Heads of Production: Stephan Süß, Sven Hannemann
Creative Direction and Audio Channel Strategy: Julian Krohn
Client Service Director: Jan Anderssen, Edwin Okyere
