The BMWi vehicles are show-stoppers in their own right; both aesthetically and technologically, they’re miles ahead of their nearest competitors. Our challenge wasn’t just establishing how to launch two new vehicles, but to drive interest in an entirely new segment of the market.
The key to solving this challenge lay in determining precisely who we needed to talk to, how to reach them appropriately and, most importantly, how to excite them in a truly engaging way.
After in-depth research we identified a highly mobile, digitally savvy audience of early adopters as our main target. With the BMWi campaign, we communicated an entirely new driving experience that forges ahead where no other brand has gone, while establishing two brand new model variants: the i3 and i8. Dividing the campaign into three objectives, we aimed to 1.) Excite, 2.) Educate, and 3.) Seduce.
By creating a bespoke portal for people to engage with the new BMW i-division, we were able to do all three, allowing users to speak 1-on-1 with the new i8 using smart voice recognition technology. But this was just one part of the puzzle. We then backed this up with a broader brand awareness campaign that used a mix of OOH, first-to-market TV properties, cinema activations, educational print, wifi and digital. Throughout all three phases digital was an all-encompassing approach that utilised social media, rich-media and standard banners, programmatic and re-targeting to spread the word about one of the most innovative visions and products in the industry today.