The Challenge
BMW SA required an integrated modular campaign with a strong focus on digital and innovative media to launch their new 1 Series 3-door and enhanced 5-door models in July 2007.
The primary objective was to generate qualified conquest leads, a secondary objective was to facilitate test drives and thirdly, we needed to grow the existing database and introduce awareness to the new models with a view for future communication.
The Result
We invited drivers and prospects alike to ‘Come and Meet the One(s)’ at selected Primi Piatti outlets countrywide, with the added benefit of standing a chance to win limited edition branded 1 Gig flash drives and iPods.
Furthermore, we ensured that the public could stay in touch with their office via unlimited WiFi access.
BMW SA required an integrated modular campaign with a strong focus on digital and innovative media to launch their new 1 Series 3-door and enhanced 5-door models in July 2007.
The primary objective was to generate qualified conquest leads, a secondary objective was to facilitate test drives and thirdly, we needed to grow the existing database and introduce awareness to the new models with a view for future communication.
The Result
We invited drivers and prospects alike to ‘Come and Meet the One(s)’ at selected Primi Piatti outlets countrywide, with the added benefit of standing a chance to win limited edition branded 1 Gig flash drives and iPods.
Furthermore, we ensured that the public could stay in touch with their office via unlimited WiFi access.
BMW 1 Series Launch - Teaser Registration Anatomy
Touch Screen Creative
The Launch
For the launch we embraced the Web 2.0 spirit and partnered with the local ‘YouTube-like’ company, Zoopy.
We used the campaign position:
“It’s difficult to focus on just one, don’t you think?”
as an assignment for individuals to submit, rate and view their own entries.
We also introduced the application of a Creative Commons Attribution - Non Commercial 2.5 license to all entries.
For the launch we embraced the Web 2.0 spirit and partnered with the local ‘YouTube-like’ company, Zoopy.
We used the campaign position:
“It’s difficult to focus on just one, don’t you think?”
as an assignment for individuals to submit, rate and view their own entries.
We also introduced the application of a Creative Commons Attribution - Non Commercial 2.5 license to all entries.
BMW 1 Series Launch - Gallery of One(s) Campaign Anatomy
