BMW M “WHERE TOO MUCH IS JUST RIGHT.”

ClientBMW M GMBH
Category A03. Cars & Automotive Products & Services
TitleBMW M “WHERE TOO MUCH IS JUST RIGHT.”
Product/ServiceHTTPS://WWW.BMW-M.COM
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
Credits
Name Company Position
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
Jonathan Barber - Director
Tommy Wildner - Director Of Photography
Dagmar Garber BigFish Executive Producer
Oliver Marquard BigFish Line Producer
Benjamin Ikes BigFish Editor
Cecil Arp - Photographer
Specter Berlin - Executive Music Producer
Dominique Gargiulo BMW M GmbH Executive Brand Manager
Jeanette Wiets BMW M GmbH Digital Content Manager
Robert Krailinger BMW M GmbH Online Marketing Specialist

The Campaign

BMW 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 Execution

TOO 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 displayed via Facebook, Instagram, YouTube and banners. Thanks to the “M Statement Generator” users could label their own pictures with our campaign. The “TOO MUCH” diction was so popular among the fans, that they adapted to everything. The campaign was featured in many offline events like the presentation of the disguised prototype of the all-new BMW M5 (TOO CONFIDENTIAL) and the disguised prototype of the all-new BMW M8 (TOO MANY SECRETS). It was also used for merchandise such as shirts, sunglasses and stickers.

Our 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 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.