Be the one who dares.
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”.
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.
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.
Snapchat and BMW team up to bring augmented reality ads to life
The app automatically integrates a 3D model of the BMW X2 into the camera’s field of vision. In this way, users can already experience the new BMW X2, virtually, anywhere in the world, before it even reaches BMW showrooms. The 3D model is realistically integrated into its surroundings and users can walk around the vehicle to admire it from all angles. They can also use the app to change the paint colour.
“The X2 will appeal to a relatively new, young and digitally-savvy target group that is also looking for unique and contemporary experiences from communications”
Uwe Dreher, head of Brand Communication BMW
Broad coverage across traditional channels like TV, OOH and print helped raise awareness of the new BMW X2. We used online activity to build engagement.
Exclusive digital media formats
On the media side, we reflected the message as compellingly as possible: we selected and developed exclusive formats in-house, based around the motif of an unveiling. The highly interactive nature of these digital formats also allowed us to create special connections between the slogan and users – maximising the synergy between creation and media!
I AM NOTHING WITHOUT A GREAT TEAM:
Executive Creative Directors: Max Lederer
Group Creative Director: David Leinweber
Creative Directors: Benjamin Bruno, Marcus Pfeiffer
Artwork and Motion Design: Matthias Grundl, Julian Schau
Account Director: Tim Kuphalt
Client Service Director:Jan Anderssen, Edwin Okyere
Producer: Johannes Haverkamp