Title	BMW 500K
Brand	BMW
Product/Service	FACEBOOK BMW FANBASE
Category	C02. CARS & AUTOMOTIVE SERVICES
Entrant Company	BCUBE Milan, ITALY
Advertising Agency	BCUBE Milan, ITALY

Name	Company	Position
Sergio Spaccavento	Bcube	Executive Creative Director
Aureliano Fontana	Bcube	Associate Creative Director
Bruno Vohwinkel	Bcube	Associate Creative Director
Enrico Pasquino	Bcube	Copywriter
Giovanni Greco	Bcube	Art Director
E3	E3	Web Agency
Pamela Paratico	Bcube	Account Director
Giorgia Benetti	Bcube	Account Executive
Melina Pente	Bcube	Account Executive
Elena Rigoni	Bmw	Client
Corinna Pogliana	Bmw	Client

The Brief

On September 2nd 2013 BMW Italy Facebook page reached its 500.000 fans. BMW Italy asked us to think to an idea to create and enhance the relation between BMW Italy and all its fans, through the celebration of this important target.

Creative Execution

The creative execution was relevant for our client for two reasons. Firstly because we used Facebook, and the product was BMW Italy Facebook page. On the second hand, we need to contact directly every fans and, dedicating to each of them one meter of the road, we reached perfectly our aim.

Describe the creative solution to the brief/objective.

To thanks all the fans we dedicated to each one of them a real meter of road, the one long 500.000 meters, that is in between the BMW HQ in Munich and the main office of BMW Italy in Milan. We set up on a BMW a camera programmed to shoot a photo at any driven meter. Every photo was then associated to a single Facebook fan, personalized with a thank you message from BMW and then sent to the fan. And to conclude we did select the best pictures and organized a show dedicated to the top fans. But most of all, each single member of our community felt as a fundamental part of the road we’ve done together.

Results

Our best achievable, result was to thank each fan. We reached it and did more. Infact we did involve our 500.000 fans one by one and increased the Facebook page visits of 13% in just one week.