WHAT IS A HERO WITHOUT A HORSE?

TitleWHAT IS A HERO WITHOUT A HORSE?
ClientBMW CHINA
Product/ServiceBMW HORSE EDITION FOR CHINESE MARKET
CategoryB01. Posters
EntrantINTERONE CHINA Beijing, CHINA
Entrant Company INTERONE CHINA Beijing, CHINA
Advertising Agency INTERONE CHINA Beijing, CHINA

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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

Indication of how successful the outcome was in the market

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.

Credits

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