BMW Case Study 2017

Shortlisted 2017

AUTOMOTIVE

Brand

BMW

Lead Agency

BMW GROUP

Contributing Company

BLOOMBERG MEDIA

BEYOND 100

The Challenge

2016 has been a landmark year for the BMW Group as it celebrated its 100 year anniversary. Home to BMW, Rolls Royce, MINI and BMW Motorrad, the group wanted to celebrate its unique heritage and also underline its position as an industry pioneer. After decades of small iterations, a revolution is coming to the automotive sector. A perfect storm of technological and digital developments, coupled with alternative building materials and new energy solutions, means sweeping changes are coming. From autonomous driving to car sharing, and 3D printing to electric vehicles and virtual reality test drives; the road ahead is new and BMW Group wants to, once again, be leading from the front. BMW Group partnered with Bloomberg Medi, Vizeum and Ketchum, to talk directly to the world’s high net worth individuals, leading businesses and tech innovators, the ultimate goal of this ‘anniversary’ campaign was to position BMW as the leader or forerunner for the upcoming changes and challenges in (smart) mobility. BMW Group wanted to reassert its well-earned role as an industry leader in this increasingly competitive landscape. Its Centenary celebrations provided a perfect platform upon which to convey these changes to a wider audience. While the tentative exploits of new comers like Tesla, Apple and Google have dominated the headlines, BMW Group is already well underway with disrupting itself. It not only had ideas and new partnerships underway, but 2016 saw the launch of its VISION vehicles – concept vehicles that were sure to demand attention. BMW Group wanted to fully leverage these vehicles, and its access to visionary designers and engineers, to create future-facing stories that would translated emotionally. It was important to the company that the campaign did not look or feel like traditional advertising, with stories told with a distinct editorial voice, informative without being too formal.

The Strategy

By using Bloomberg Media’s multimedia portfolio, BMW Group was able to highlight the seismic changes that are coming to the automotive sector and
position itself as a thought leader and true pioneer. Bloomberg Media could take the core values of the BMW Group and bring them to life at the time
and place they are most relevant to the audience by seamlessly aligning them with the key Bloomberg editorial themes of the year. BMW Group
wanted to reassert its position as an innovative leader among the world’s business communities by engaging mid-to-high level executives, high net
worth individuals, leaders and owners. The German group also wanted to reach potential corporate collaborators in the technology sector and beyond.
It was important individual assets of the campaign were able to appeal to anyone interested in the new direction of travel in the automotive sector while
still engaging current users of BMW, MINI, Rolls-Royce and BMW Motorbikes. The Beyond100 campaign had to appeal to a large, diverse group –
spanning males and females, aged 20-70, united only by their inquisitiveness and the fact they were on the move. BMW Group wanted to reassert its
well-earned role as an industry leader in this increasingly competitive landscape. Its Centenary celebrations provided a perfect platform upon which to convey these changes to a wider audience. While the tentative exploits of new comers like Tesla, Apple and Google have dominated the headlines,
BMW Group is already well underway with disrupting itself.

BMW Group wanted to fully leverage these vehicles, and its access to visionary designers and engineers, to create future-facing stories that would
translated emotionally.

It was important to the company that the campaign did not look or feel like traditional advertising, with stories told with a distinct editorial voice,
informative without being too formal. Beyond100 produced 100 Q&As, including 39 interviews, 17 interactive infographics, 15 videos, and 7 magazine
spreads.

BusinessWeek advertorials detailed BMW Group’s ambition to move away from automotive manufacturing towards a leading provider of mobility
services. Interactive features explored the wider context by looking at how cities might develop, how roads could change, and the ever closer
relationship digital connectivity will bring to people, vehicles and services. Bloomberg data helped fuel projections and commentary around electric
batteries and wireless power while interviews with BMW Group’s own management team provided context and detail behind the company’s more
revolutionary ideas

The Implementation

The result was #Beyond100. The future-focused multimedia series created over nine months includes videos, features and infographics that explore many of the foundations upon which the next mobility will be built. 100 Q&As
to tap into the pioneering spirit, design and engineering behind its ongoing mission to help shape tomorrows world. From engaging print articles to shareable, actionable digital content, a series over the course of the year mirroring and accentuating the 2016 BMW Group celebrations, to amplify the BMW’s Group’s uncompromising focus on premium and use Bloomberg’s platform’s to give influential audiences a taste of the world that BMW Group hopes to help shape over the next 100 years. Beyond 100 will be an opportunity to celebrate BMW Group’s multidimensional
vision for tomorrow’s world. Running across BMW Group’s pivotal 100th anniversary year, we will systematically take a journey through a total of 100 key questions that will shape this iconic, inspirational group over the 100 years. These 100 questions will help audiences understand the common themes, ambitions, challenges and obsessions of the Group and its brands, and give a taste of the answers BMW Group hope to find as told by the brand’s ambassadors, employees, research , customers, partners and retailers. Bloomberg’s inhouse creative team, Kinection, drew upon BMW Group’s latest launches and projects, interviewed its leaders in design and engineering, and talked to industry experts and specialists in related fields. This was all supplemented with data and trends from Bloomberg’s own global analytics teams in Bloomberg Intelligence and Bloomberg New Energy Finance.

The Result

BMW Group’s goal was to highlight its leadership in innovation and design, and its ability to embrace new technology. Underlying all of its activities was the importance of placing the customer at the heart of its future ambitions.
While the #Beyond100 was a branding campaign, it also resonated throughout the marketing funnel, with one research focus group unearthing the most direct of responses: “Visiting Bloomberg’s pages for BMW inspired me to do more research. This, in turn, resulted in my deciding to buy a BMW. I am now a happy owner of my first BMW.” Together, the partnership has reasserted BMW Group’s leadership credentials, explored the future of mobility, generated debate, smashed engagement and brand perception targets and helped set new benchmarks for success.

Bloomberg conducted consumer research in January among 525 people in the US and 4 key European Markets with current Bloomberg consumers who owned a car and/or Motorbike. Brand Perceptions: 3 of 4 • 25% positive increase among those completely agreeing that the BMW Group is at the forefront of engineering • 41% positive increase among those completely agreeing that the BMW Group is helping shape tomorrow’s world. The
website content out performs benchmarks across a number of key statements: • The content out performed advertising content benchmarks, exceeding the top 20% scores across a number of key dimensions. • The custom content was
highly relevant to the target audience, exceeding the top 20% benchmark for personal relevance by 14% It received more than 73,000 page views, 19,000+Video Plays, Average Dwell Time: 2 minutes 16 seconds and 32% Average CTR. Organic tweets; @BBGMedia • Over 100+ tweets sent over the course of the campaign • 96k impressions • 1,405 interactions Page performances (organic shares on all pages) • 30,018,814 total audience

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