Launch and drive test drives for BMW’s luxury 8 Series Convertible.
With a high price-point the BMW 8 Series Convertible is designed for a very specific consumer. So how do you create content that will reach this niche high net worth audience and inspire them to get behind the wheel? BDB engaged unique filmmakers and aspirational talent to showcase the 8 Series’s unique pairing of luxury and performance and create an emotional connection. Localised stories put the car in the context of superior lifestyle experiences from thrilling activities, like surfing on the coast of Cornwall, to absorbing pioneering art at the Henry Moore Sculpture Garden.
FACTS & FIGURES
The results were staggering: 100 organic, directly attributable, test drive requests, numerous organically driven sales even before the content was served via paid media to a more narrow high net worth target audience.