The Challenge
BMW SA required an integrated modular campaign with a strong focus on digital and innovative media to launch their new 1 Series 3-door and enhanced 5-door models in July 2007.
The primary objective was to generate qualified conquest leads, a secondary objective was to facilitate test drives and thirdly, we needed to grow the existing database and introduce awareness to the new models with a view for future communication.
The Result
We invited drivers and prospects alike to ‘Come and Meet the One(s)’ at selected Primi Piatti outlets countrywide, with the added benefit of standing a chance to win limited edition branded 1 Gig flash drives and iPods.
Furthermore, we ensured that the public could stay in touch with their office via unlimited WiFi access.
BMW SA required an integrated modular campaign with a strong focus on digital and innovative media to launch their new 1 Series 3-door and enhanced 5-door models in July 2007.
The primary objective was to generate qualified conquest leads, a secondary objective was to facilitate test drives and thirdly, we needed to grow the existing database and introduce awareness to the new models with a view for future communication.
The Result
We invited drivers and prospects alike to ‘Come and Meet the One(s)’ at selected Primi Piatti outlets countrywide, with the added benefit of standing a chance to win limited edition branded 1 Gig flash drives and iPods.
Furthermore, we ensured that the public could stay in touch with their office via unlimited WiFi access.
Touch Screen Creative
The Launch
For the launch we embraced the Web 2.0 spirit and partnered with the local ‘YouTube-like’ company, Zoopy.
We used the campaign position:
“It’s difficult to focus on just one, don’t you think?”
as an assignment for individuals to submit, rate and view their own entries.
We also introduced the application of a Creative Commons Attribution - Non Commercial 2.5 license to all entries.
For the launch we embraced the Web 2.0 spirit and partnered with the local ‘YouTube-like’ company, Zoopy.
We used the campaign position:
“It’s difficult to focus on just one, don’t you think?”
as an assignment for individuals to submit, rate and view their own entries.
We also introduced the application of a Creative Commons Attribution - Non Commercial 2.5 license to all entries.