Inspiration & Challenge
A car that sits at the confluence of luxury and uncompromising performance is a rare thing. The 8 Series is a car that is just that. Elegant. Powerful. Thrilling. Our challenge was to ensure that the car appealed on an emotional level to a HNWI audience in order to generate test drives and brochure downloads.
Execution & Creativity
The 8 series is a car that’s made for modern exploring. The sensation of driving The 8 can only truly be felt with your hands on the wheels and the wind in your hair. Unique filmmakers and aspirational talent were each tasked with creating a video that paired The 8 with a key emotion evoked when behind it’s wheel. These localised stories put the car in the context of superior lifestyle experiences: surfing the coast of Cornwall; absorbing pioneering art at the Henry Moore Sculpture Garden; and exploring the Lake District. With a car like The 8, there are no limits.
Each influencer posted with unique links to download brochures and book test drives. Content was then made available for BMW’s media agency for further audience targeting.
FACTS & FIGURES
The results were staggering and went far beyond the required deliverables – generating sales of 2 cars* with 100 organic, directly attributable, test drive requests before the content was served via paid media to a wider audience.