BMW Australia
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BMW X-RANGE
2019 saw the release of BMW’s biggest campaign ever in Australia – The BMW X-Range.
All six X-Range models were featured in the same campaign, establishing BMW as the leader in luxury SUVs.
Across six entirely different cars, one simple thought was born…
Anything the others can do, the X-Range can do it… And then some.
Everything we did – we did it – and then some.
We created a 45-second cinema film – then added 15-seconds to it. We released consecutive OOHs – not singles.
The result? A lot of X-Range cars were sold… And then some.
Socially we played around with how ‘And them some’ could come to life.
BMW 1-Series
BMW to survive needed to start to recruit a younger demographic, say hello to the 1-Series.
It’s your gateway car into the world of BMW, all the bells and whistles of the premium models at a cheaper price and in compact form. So we needed to create something that would 1) Capture the attention of our demo and 2) Make them feel like stepping into this BMW would be achievable. What better way to do that than literally telling them to ‘Own it’, own life and the car to suit?
BMW X FALLS CREEK
Driving a BMW induces the same feelings as carving out a powdery run down a snowy Victorian mountain. Thrill. Control. Power.
To launch BMW’s partnership with Falls Creek – Victoria’s largest ski park – we set out to inspire everyone hitting the slopes this Winter to…
Take on the adventure…
Take on the challenge…
Take on the mountain.
And when we launched a competition giving two friends a weekend in Falls Creek with their very own BMW X-Range car, we could have sent them a boring letter informing them they’d won.
But instead, we made wintery knitted jumpers – so even our competition announcements provided a little extra thrill.
