| Title | EYES ON GIGI |
| Brand | BMW GROUP |
| Product/Service | BMW M2 |
| Category |
D02. Interactive Video |
|
Entrant
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SERVICEPLAN Munich, GERMANY
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Idea Creation
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SERVICEPLAN Munich, GERMANY
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Idea Creation 2
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KBS+ New York, USA
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Idea Creation 3
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PLAN.NET Munich, GERMANY
|
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Production
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TOOL Los Angeles, USA
|
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Additional Company
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ROCK PAPER SCISSORS Santa Monica, USA
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Additional Company 2
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BERNSTEIN & ANDRIULLI New York, USA
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Additional Company 3
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COMPANY 3 Santa Monica, USA
|
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Additional Company 4
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FRAMESTORE VR STUDIO New York, USA
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Additional Company 5
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GERMAN WAHNSINN Hamburg, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Jonathan Mackler |
KBS |
Chief Creative Officer |
| Dan Kelleher |
KBS |
Chief Creative Officer |
| Paul Renner |
KBS |
Executive Creative Director |
| Michael Wilk |
Serviceplan |
Executive Creative Director International |
| Kolja Danquah |
Serviceplan |
Creative Director |
| Angeliki Karnoupaki |
Serviceplan |
Senior Copywriter |
| Ben Cascella |
KBS |
Senior Copywriter |
| Nigel Gross |
KBS |
Art Director |
| Sanaz Shaafy |
Freelancer |
Art Director |
| Sabrina Schwartz |
Serviceplan |
Account Manager International |
| Kim-Julien Korkmaz |
Plan.Net |
Account Manager |
| Keisha Townsend |
KBS |
Group Account Director |
| Samantha Smeach |
KBS |
Group Account Director |
| John Clark |
Freelancer |
Photographer |
| Jonathan Mannion |
Bernstein Andriulli |
Photographer |
| Jenny Read |
KBS |
Head of Production |
| Drew Lippman |
KBS |
Executive Producer |
| Melissa Tifrere |
KBS |
Senior Producer |
| Lisa Barnable |
Rock Paper Scissors |
Producer |
| Lisa Cowan |
Tool of Noth America |
Procucer |
| Marc Forster |
Tool of Noth America |
Director |
| Mauro Fiore |
Tool of Noth America |
Cinematographer |
| Biff Butler |
Rock Paper Scissors |
Editor |
| Hendrik Sommerfeld |
Freelancer |
Editor |
| James Alexander |
Framestore |
Senior Producer |
| Aron Hjartarson |
Framestore |
Executive Creative Director |
| Tim Masick |
Company 3 |
Colorist |
| Justin Paguia |
German Wahnsinn |
Art Director |
| Simon Tunkin |
Freelancer |
Voice Actor |
The Campaign
We took something similarly fast-paced, barely street-legal and thrilling like the BMW M2 – the classic nutshell game. And slightly altered the rules.
Our interpretation features Gigi Hadid as the nut, and replaces the nutshells with five BMW M2 Coupés – thus draging the viewers’ attention into an interactive video experience that challenges them to keep up with the breathtaking performance of the BMW M2 Coupé.
Creative Execution
Two days ahead of the official video launch teaser-posts showed up on Gigi Hadid’s Instagram profile as well as on the BMW Facebook and YouTube channels. Behind-the-scenes footage and campaign material was send out exclusively to affiliated blogs and websites.
On April 14th the two videos went live via Facebook and YouTube: One regular video and one 360° video. At the end of each video the native user interface of both platforms guide you directly to EyesOnGigi.com.
The micropage provides localization and language adaption via IP tracking, has the main videos embedded and offers seamless responsive functionality to most mobile and desktop devices. Through a slick design and intuitive user flow participants can guess in which car Gigi is seated, and see one of five different reveal videos if they are right. Additionally, the site directs to 65 local BMW websites, which offer further information on the BMW M2 Coupé.
The campaign counted over 27 million views within the first three weeks combining Facebook- and Youtube-views, and was featured on countless websites and blogs – both from the automotive and the fashion world. Comments and shares where tagged with #EYESONGIGI, transforming a personal online experience into an invitation for friends and followers.
A direct link from the microsite to the local dealer website created massive traffic and let people experience BMW and their wide product portfolio.
Since the campaign is still ongoing, we’ll attract more people using Gigi to focus on the all-new BMW M2 Coupé. Additionally people got in touch with the provider of sheer driving pleasure – BMW.
As the core target group consists of male car enthusiasts in their mid-20s to mid-40s, activation focused on BMW-owned social media channels and other car-related websites without local markets promoting it through classic media placements.
Furthermore our tech-savvy global audience suggested to focus on mobile – combining the benchmark performance of the first-ever BMW M2 Coupé with the use of the latest digital technology that YouTube and Facebook video platforms had to offer: the 360° functionality.
The inclusion of supermodel Gigi Hadid as talent then broadened the appeal of the campaign to a wider public and utilized her massive influencer status and fanbase for the social media seeding.
All digital channels linked to the EYESONGIGI.COM micropage. Overthere we hosted the 5 reveal videos, a highly engaging 360° virtual reality and a direct link to the national BMW website.