Title | WHAT IS A HERO WITHOUT A HORSE? |
Brand | BMW CHINA |
Product / Service | BMW HORSE EDITION FOR CHINESE MARKET |
Category | B01. Posters |
Entrant | INTERONE CHINA Beijing, CHINA |
Entrant Company | INTERONE CHINA Beijing, CHINA |
Advertising Agency | INTERONE CHINA Beijing, CHINA |
Name | Company | Position |
---|---|---|
Danilo Villanueva | Interone China | Creative Director |
Christian Lomuntad | Interone China | Art Director |
Deniel Ren | Interone China | Art Director |
Vivian Wang | Interone China | Copywriter: |
Amy Poon | Interone China | Business Director |
Ray Li | Interone China | Account Manager |
BMW wanted us to create EDMS for the release of five 2014 BMW Horse Editions with the objectives of simply creating awareness and directing people to the official BMW online showroom with the usual limitation of no production budget.
BMW is a premium car brand headquartering in Germany with China being its largest market selling well over 400,000 cars per year. The brand tends to focus messages around ‘performance’ and ‘driving performance’ and its general tonality leans towards serious and conservative.
We not only did posters as EDMS but convinced the client to release one poster everyday on BMW's Weibo and Wechat pages (China’s largest social media platforms) from Dec 29 – Dec 31 2014, directly reaching over 1,000,000 fans combined, creating awareness that the BMW Horse Edition family is complete and available for viewing on BMW’s official website
During the release of the campaign, Dec 29-31, visits to Horse edition page on BMW official website was up (pc-site up 402 visits per day from average 20 per day | mobi-site up 1497 visits per day from average 6 per day). Despite the lack of media budget, the poster campaign was reported and highly commended by some of China’s largest online media: sohu.com, sina.com.cn, digitaling.com and reported with merit by adquan.com (china’s leading online advertising magazine). On a brand level, the posters showed the target audience a different side of the BMW brand; one that is not so serious nor conservative but more humorous, likeable, and more approachable.