SO CONNECTED THAT YOU'RE FREE
BMW’s ConnectedDrive system is something of a game-changer when it comes to adapting a mass produced vehicle to its driver and passengers. Allowing users an array of incredibly smart features, many integrated with their smartphones, it sets a new standard for the idea of a personalised, assisted ride.
Our challenge was finding a way to innovatively launch the ConnectDrive system in a way that got the attention of the right people at the right time, increased online traffic and had this innovative tech leading conversations around South Africa.
A 360⁰ integrated strategy including traditional media (TV, Radio, Print), digital media (YouTube expanding mastheads, promoted tweets with Vine videos among others) and real world activations allowed us to fully connect with South Africans.
The BMW ConnectedDrive Convoy partnered with key regional radio stations (Cape Talk, Kfm, 702, 94.7 and East Coast Radio) for a full day and had DJs report Real Time Traffic Information from the vehicles using ConnectedDrive. In addition, DJs endorsed the product with online and on-air mentions and video posts with details on how the system works. The activation also included surprise elements allowing consumers to win hotel stays, dinners, lunches and coffee courtesy of BMW ConnectedDrive.
By delighting South Africans with the unexpected and showcasing the incredible features of BMW ConnectedDrive in a fully-360° campaign, Vizeum was able to put BMW’s latest tech into the forefront of the conversation.