ClientBMW AG
Category F01. Mobile Advertising
Product/ServiceBMW X3
Idea Creation JUNG VON MATT Hamburg, GERMANY
Production JUNG VON MATT Hamburg, GERMANY
Additional Company BMW Munich, GERMANY
Name Company Position
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.