For the launch of the all new Roadster Z4, BMW was looking for an innovative approach to capture the character of the car.
A vehicle combining all the driving pleasure of a BMW Roadster with particularly refined and stylish flair. The result was an aesthetically powerful marketing campaign entitled ”Expression of Joy“, featuring an artistic motif created by the car itself.
LIQUID CAMPAIGN Seoul adapted the global campaign for the Korean market – but not without adding a special flavor and expertise. Under the big campaign theme “An Expression of Joy” , 360 degree holistic marketing communication tools were leveraged. The Korean Z4 launch campaign covered print ads, outdoor megaprints, a test drive event, sales material for the BMW showrooms as well as an online special, accompanied by Social Web measures.
Finally, the artistic approach of the campaign needed to be brought into BMW showrooms. A 3D holographic video has been created, which at night transformed the showrooms into a stage featuring two playful artists and the BMW Z4 itself. Placed at highly frequented areas, the innovative holographic videos created a considerable amount of buzz while perfectly transporting the campaign message: “An Expression of Joy”.
Together with BMW Korea, LIQUID CAMPAIGN Seoul won a Silver Medal at the Korea Advertising Award 2009, which is the most important advertising award in Korea.
Contact: edmund.schaeffer@liquidcampaign.com
