Title | BMW X3 CANVAS VISUALISER |
Brand | BMW AG |
Product/Service | BMW X3 |
Category |
F01. Mobile Advertising |
Entrant
|
JUNG VON MATT Hamburg, GERMANY
|
Idea Creation
|
JUNG VON MATT Hamburg, GERMANY
|
Production
|
JUNG VON MATT Hamburg, GERMANY
|
Additional Company
|
BMW Munich, GERMANY
|
Credits
Kerstin Graf |
BMW Group |
Digital Marketing |
Max Lederer |
Jung von Matt |
Executive Creative Director |
Jörg Meyer |
Jung von Matt/NEXT ALSTER |
Creative Director |
Katharina Pelka |
Jung von Matt/NEXT ALSTER |
Project Manager |
CATS Team |
Jung von Matt/NEXT ALSTER |
CGI Production |
Felix Burger |
Jung von Matt/NEXT ALSTER |
User Experience Designer |
Monika Spindler |
Jung von Matt/NEXT ALSTER |
Senior Art Director/Digital |
Leon Becker-Detert |
Jung von Matt/NEXT ALSTER |
Junior Concept Developer |
David Nassery |
Jung von Matt/NEXT ALSTER |
Senior Production Design Artist |
Kimberley Niermann |
Jung von Matt/NEXT ALSTER |
Student Assistant/UX |
Vanja Tonkovic |
Jung von Matt/NEXT ALSTER |
Copywriter |
Thomas Fife |
Jung von Matt/NEXT ALSTER |
Senior Editor/Digital |
The Campaign
For the launch of the new BMW X3 we wanted to "hack" this linear format in order to create the first complex car visualiser in a Canvas Ad.
Creative Execution
Of course, this complex interaction could not be solved with a single canvas ad. That's why we simply linked 64 separate canvas ads to each other in a clever way.
For the first time ever, users can now style a vehicle directly in their Facebook timeline. They simply choose the preferred model, paint, rims and interior. And in the end they can even test drive their individually configured BMW X3.
We managed to win over a very large and young target group for the BMW X3 and arranged lots of test drives.
And created a whole new way to generate leads in social media.
In order to attract as much attention as possible to the launch of the new BMW X3 in a young target group and to generate new leads at the same time, we wanted to make the vehicle particularly exciting on Facebook.
By using a Canvas Ad – a special large-format advertising plattform developed for mobile Facebook only.