Description

Brief

Increasing the appeal of the BMW brand to its new, significantly broader audience, generated through the extension of the brand’s product range and to remind buyers why BMW is the Ultimate Driving Machine.

Solution

The TV ad contrasts an understated and almost poetic voiceover with the visuals of beautiful and increasingly impressive BMW components and technologies. The campaign illustrates the extraordinary cars that BMW produce and the complex technology within while the voiceover ends with the ironic "It"s only a car" endline.

In order for the idea to work, it had to be done on an extensive scale and across all BMW communication – internal and external, above and below the line. The TV campaign allowed Sky viewers to find out more about the brand in a specially created interactive zone by pressing their red button, while on the internet a dedicated microsite was launched containing secret nuggets of information. All campaign elements worked perfectly and continue to establish BMW as a quality conviction brand as well as having an immediate and significant impact on business. 

Credits

Art Director - Simon Robinson
Copywriter - Yann Jones
Group Director - Simon Peck
Planner - Jo Reid
Director - Daniel Barber
Production Company - Knucklehead
Media Planner - Jonathan Fowles
Media Agency - PHD
Post-Production Agency - Finish