Content & Content Design Concept: BMW X2 #BMWDriveForACause
Client
BMW
Industry
Automotive
Category
Content, Content Design,
Social Media, Marketing, Creative Direction, Copywriting, Project Management, Planning
The Brief
Since the 1960s, BMW has been a brand synonymous with sporting luxury in a crowded automotive landscape. Over the course of the last two decades, the German automaker has extended its reach into other segments of the market, entering both the compact car (MINI) and sport utility vehicle (SUV) segments.
With its launch of the X5 sport utility vehicle (SUV) in 1999, BMW boldly departed from their roots. In addition to crafting luxury sedans with the sports enthusiast in mind, they produced a vehicle that leveraged decades of fine craftsmanship and engineering, turning the burgeoning utility segment upside down with its release.
The Path Forward
Deliver an integrated marketing campaign that appeals to both the young and the young-at-heart and raise money for a local or national cause.
Since customers will have had limited exposure to the brand-new X2 at launch, the campaign would direct people to a dealership to experience the SUV for themselves. The marketing campaign would be tied into BMW’s “Drive for a Cause” initiative, a fundraiser that turns test-drives into charitable donations.
The Goods
An integrated brand strategy through five content vehicles for the customer journey: social media, a mobile app, public relations, email marketing, and a microsite, which used content design principles to tell the overall story.
This campaign concept used a multi-channel content strategy that aimed to create awareness for the all-new 2018 BMW X2 by showcasing its design details which underscores the distinctive character of the newest entry into the subcompact SUV class.
