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Be the one who dares.

BMW

Maximising the synergy between creation and media

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”.

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Audience Analysis

Target audience analysis was a central component to the BMW X2 marketing strategy, as it gave BMW an informed view of who their audiences are and who their audiences are not. Different Data Analytics offered Audiences, which delved deeper into who their audiences are. It looked at a person’s lifestyle and interests to get a sense of their identity and habits.

An intelligent high-tech experience
The campaign is taking a noticeably younger, fresher approach, with a new tonality that explores unexpected channels.

X2 I longformat film
BMW

X2 I longformat film

SMARTPHONE USERS CAN EXPERIENCE THE BMW X2, ANYWHERE AND EVEN BEFORE MARKET LAUNCH .

The first to use the Snapchat Augmented Trial Lens

With the BMW X2 campaign, the BMW becomes the first brand to use the Snapchat Augmented Trial Lens, enriching reality with digital content. A brief clip shown between user stories or in the “discover” area, directs Snapchat users’ attention to the new BMW X2. If the user accepts the invitation to “swipe up”, their phone camera is activated.

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