BMW M “WHERE TOO MUCH IS JUST RIGHT.”
|Client||BMW M GMBH|
|Category||C01. Use of Digital Platforms|
|Title||BMW M “WHERE TOO MUCH IS JUST RIGHT.”|
|Entrant||JUNG VON MATT Hamburg, GERMANY|
|Idea Creation||JUNG VON MATT Hamburg, GERMANY|
|Media Placement||JUNG VON MATT Hamburg, GERMANY|
|Media Placement 2||TORBEN, LUCIE UND DIE GELBE GEFAHR Berlin, GERMANY|
|Production||JUNG VON MATT Hamburg, GERMANY|
|Production 2||BIGFISH FILMPRODUKTION Berlin, GERMANY|
|Additional Company||BMW M Garching-Hochbrück, GERMANY|
|Max Lederer||Jung von Matt AG||Executive Creative Director|
|Benjamin Bruno||Jung von Matt AG||Creative Director|
|Christian Klein||Jung von Matt AG||Senior Art Director|
|Sven Loskill||Jung von Matt AG||Creative Director|
|Marian Hoffmann||Jung von Matt AG||Digital Media Director|
|Florian Rock||Jung von Matt AG||Planner|
|Kristine Ringe||Jung von Matt AG||Junior Copywriter|
|Leon Becker-Detert||Jung von Matt AG||Junior Art Director|
|Jan Anderssen||Jung von Matt AG||Client Service Director|
|Annika Glander||Jung von Matt AG||Senior Account Manager|
|Niels Böse||Jung von Matt AG||Senior Account Manager|
|Louisa Nörtemann||Jung von Matt AG||Junior Account Manager|
|Jonathan Helmer||Jung von Matt AG||Senior Producer|
|Elisa Koschmieder||Jung von Matt AG||Senior Producer|
|Michael Behrens||Jung von Matt AG||Managing Director|
|Jan-Hendrik Simons||Jung von Matt AG||Creative Director|
|Boris Fruendt||Jung von Matt AG||Technical Director|
|Lennart Ottermann||Jung von Matt AG||Senior User Experience Designer|
|Silvio Bauer||Jung von Matt AG||Developer|
|Sebil Satici||Jung von Matt AG||Junior Developer|
|Dominique Gargiulo||BMW M GmbH||Executive Brand Manager|
|Jeanette Wiets||BMW M GmbH||Digital Content Manager|
|Robert Krailinger||BMW M GmbH||Online Marketing Specialist|
|Tommy Wildner||-||Director Of Photography|
|Dagmar Garber||BigFish||Executive Producer|
|Oliver Marquard||BigFish||Line Producer|
|Specter Berlin||-||Executive Music Producer|
The CampaignBMW M automobiles polarize because they are unreasonable in many ways. They are too loud. They are too uncomfortble. They are too complicated. And that is exactly what brings their fans together. The endless, irrational love for their car – and being misunderstood by others.
Creative ExecutionTOO LOW, TOO SENSITIVE, TOO NERDY... Each piece of our campaign focussed on a certain “TOO” Statement and told a story only true petrol heads can relate to. Every campaign asset led to a related article on the BMW-M.com. The web campaign was communicated via Facebook, Instagram, YouTube and banners.
ResultsOur campaign exceeded the target of 500.000 page visitors. The numbers for the first 3 months only: • the BMW-M.com had 726,476 visitors • the films had a reach of 59.5 millions and 19.7 million views • the BMW M Facebook page reached 2.5 million fans (+ 40 %) • the BMW M YouTube channel reached 63.000 fans (+ 23 %) • the BMW M Instagram page reached 1.4 Million fans (+ 1.328 %)
With our “M Statement Generator” on the BMW-M.com users could brand their own pictures with our campaign. But the “TOO MUCH” diction was so popular among the fans, that they adapted to everything – be it in comments and even in homemade films. Even our merchandise like shirts and sunglasses were very popular and are still worn by the fans with pride.
With the all-new BMW-M.com we created a tailor-made home for real petrol heads where TOO MUCH is just right. To promote the new site to all car enthusiasts, we focused on the obvious flaws of the BMW M models and their owners.
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