BMW M "WHERE TOO MUCH IS JUST RIGHT."-"DRIBBLE FORBIDDEN."

ClientBMW M GMBH
Category D04. Brand / Product Video
TitleBMW M "WHERE TOO MUCH IS JUST RIGHT."-"DRIBBLE FORBIDDEN."
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
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
Jonathan Helmer Jung von Matt AG Senior Producer
Elisa Koschmieder Jung von Matt AG Senior Producer
Jonathan Barber - Director
Fabian Niklaus - Assistent 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 communicated via Facebook, Instagram, YouTube and banners.

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 %) This video achieved: • 4.4 million organic reach • 9.9 million reach in total • 2.6 million views • 239.5k reactions

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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PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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