LIQUID CAMPAIGN Moscow just recieved two EFFIE awards for our client BMW. Both the Z4 campaign and the 7series mega billboard have been rewarded with a Bronze EFFIE 2010, granted by EFFIE Russia (their Website hasn´t been updated yet).

Performance marketing agency eprofessional allies with LIQUID CAMPAIGN for the development of cross linked services. This is one more relevant step towards our approach of creative, yet target driven advertising. Or as Martin Hubert, Managing Director of eprofessional, puts it: „LIQUID CAMPAIGN is a perfect partner. On the one hand, we expand our portfolio by offering social media advertising and creatives. On the other hand, conjoint products are in the making, connecting classcial advertising with search engine and performance marketing.“

For our clients, the cooperation makes a huge difference in terms of effectiveness. Now we can add SEM, SEO and Affiliate Marketing Services on a conceptual level. Based in Hamburg, Germany, eprofessional is one of the leading agencies for performance marketing in Europe.

See also original press release on eprofessional website (in German only).
Update: see also Horizont news (German).

3D holo video for BMW Korea

Together with BMW Korea, LIQUID CAMPAIGN Seoul just won a Silver Medal at the Korea Advertising Award 2009. It’s the most important advertising award in Korea, so this is big news for us.

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 flavour and expertise. 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.

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 unseen before holographic videos created a considerable amount of buzz while perfectly transporting the campaign message: “An Expression of Joy”.

Right now the study is in German only, which makes sense given it´s about Germany. But the methodology behind is the same we are using for more than 15 languages, from English to Russian to Chinese. We call it Opinion Mining, our partner Trendbüro utilising the very same toolset for their own methodology, known under the name of InsightBench.

For the study, a group of 12 values like freedom, simplicity, health, success, nature, family have been investigated. The list of values has been provided by Norbert Bolz, a professor in media studies at TU Berlin. His list was kind of an axiom, a starting point for the inquiry.
We were interested in the importance of key values, or loss of importance when indicated. It turns out that Freedom is the most important value, discussed in such different areas like politics, education, markets and media. Digging deeper reveals both fears and desires associated with a given value.

You´ll find the study below. Those who are interested in their own printed version, don´t hesitate to contact us.