The task was anything but small: how to approach a new, younger target group for the No. 1 premium imported car brand?
The campaign needed to be tailor made for a market that is very much accustomed to the concept of hipness. Condensed 1intensity exceeded those expectations successfully.
Besides an adaptation of all campaign storylines and captivating presentations like the launch event booth, platforms for excellent word of mouth were needed.
New cars in Korea are handed over with protection sponges on side doors, and one can spot them sometimes on the streets, proof of newness and owner´s pride. It turned out to be a great platform for viral marketing. 1tensive sponges enabled prospects and fans to label their current cars or even other cars literally, marking 1 Series wannabees on the go.
The younger and hipper target group was approached especially by clubbing events. A microsite BMWtrack1.com linked to a BMW Event Series, climaxed by a DJ competition.
Of course, connecting all the dots was key. So each measure funneled the most promising leads to BMW sales organization. Top prospects were identified and applied for test drives.
Contact: edmund.schaeffer@liquidcampaign.com
