| Title | BMW 2 SERIES LAUNCH CAMPAIGN |
| Brand | BMW CHINA |
| Product / Service | BMW 2 SERIES |
| Category | A03. Cars & Automotive |
| Entrant | INTERONE CHINA Beijing, CHINA |
| Entrant Company | INTERONE CHINA Beijing, CHINA |
| Advertising Agency | INTERONE CHINA Beijing, CHINA |
| Production Company | P.I.G. CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Maik Lutze | Interone China | Executive Creative Director |
| Danilo Villanueva | Interone China | Creative Director |
| Arthur Li | Interone China | Associate Creative Director |
| Vivian Wang | Interone China | Copywriter: |
| Yanan Sun | Interone China | Copywriter: |
| Christian Lomuntad | Interone China | Art Director |
| Noir Chen | Interone China | Art Director |
| Eric Yang | Interone China | Business Director |
| Amy Poon | Interone China | Business Director |
| Milan Zhao | Interone China | Account Director |
| Li Li | Interone China | Account Manager |
| Romenic Luo | Interone China | Planner |
| Summer Xia | P.I.G China | Post Production Producer |
| Xintai Feng | P.I.G China | Post Production Producer |
| Laurent King | Director |
The digital campaign invited the nation through SNS posters, EDMs, SEM, homepage teasers, banners and a trailer video informing them to save the date. On night of launch, people were eventually led to the campaign site to witness the unveiling. Through online to offline interaction, people together decided how to launch the 2 Series. Saw it go through death defying stunts. Live. And were informed through an intense experience of the car’s capabilities. After the event, they were able to interact and explore the 2 Series inside-out and were informed of all the packages it came in
We reached more than the niche market we targeted and gained more than 2 Million people participants March 12, 8pm. Increased search rates on Baidu 9 times. Increased traffic to website 17 times And generated 889 PR clippings. All this in only 1 day. It was talked about in car publications. And gained positive feedback in China’s top social media platforms: Weibo, Wechat. Only 2 weeks after launch day, 3147 registered for a test drive. Based on average cost and attendees in traditional events, BMW’s First Ever Interactive Online Launch Event proved to be 10000x more cost effective.
The all-new BMW 2 Series is a niche, sports-coupe model designed to out-perform competition and attract petrol heads; hence its proposition “for the rebel in me”. Our task was to launch the BMW 2 Series in China. And what generally comes with niche marketing briefs are a very small budget and a tough audience, non-believers to traditional advertising. Despite the obstacles, we still had the burning desire to generate noise. So instead of doing a traditional and very costly offline launch event, we released BMW’s First Ever Interactive Online Launch Event. Through China’s unique and diverse social platforms, we invited people everywhere, leading them to the campaign site on March 12 at precisely 8pm to witness the unveiling. And for once in a launch event, people were not just watching passively; everyone had the power to influence how a car was launched. Saw it survive intense challenges. Saw it live.