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We were asked to launch and position the new BMW 3 Series as an iconic sport sedan, focusing on innovation and dynamics, as well as to continue t… Read More
We were asked to launch and position the new BMW 3 Series as an iconic sport sedan, focusing on innovation and dynamics, as well as to continue the success story of the BMW 3 Series Sport Sedan in South Africa. Read Less
Published:
Brief:
We were asked to launch and position the new BMW 3 Series as an iconic sport sedan, focusing on innovation and dynamics, as well as to continue the success story of the BMW 3 Series Sport Sedan in South Africa.

Intended Audience:
Professionals – average age 43.
67% male, 33% female.
People that simply love driving.

Solution:
Knowing that our target audience are the kind of people that always try to improve themselves (Always moving forward – never resting on their laurels), we knew that we needed to communicate with them on platforms that would speak to them directly, i.e. LinkedIn.

We created an unexpected, first of its kind rich media banner execution, where users were required to log in with either LinkedIn or Facebook and a beautiful infographic would be automatically created from their personal profile to show how they have improved their professional performance in the last 6 years. At the same time, we paralleled how the new BMW 3 Series Sedan also improved its performance over the last 6 generations of BMW 3 Series models.

Users had the option to download their infographic design as a wallpaper and/or share their professional performance on their LinkedIn, Twitter and Facebook profiles.

Results / Outcomes:
With an average expansion duration of 165.83 sec (2.76 min), this simple banner proved to have a truly impactful effect.
Credits:
Creative Director - Annari Leonard
Concept Development - Annari Leonard, Riniel Gresse
Information Design - Annari Leonard, Riniel Gresse
Design - Riniel Gresse, Annari Leonard
Copywriter - Annari Leonard, Riniel Gresse, Shelley Pembroke
Flash Animator - Darryl de Wet, Riniel Gresse
Flash Developer - Darryl de Wet, Riniel Gresse, Annari Leonard
Backend Developer - Darryl de Wet