BMW x6 - "BMW xWalk"

HoC Dubai

HoC Dubai Dubai, Vereinigte Arabische Emirate

Awards

9484

Marke: BMW x6
Länder: Vereinigte Arabische Emirate

Werbende: BMW

Titel	BMW xWalk
Agentur	HoC Dubai
Kampagne	BMW xWalk
Werbende	BMW
Marke	BMW x6
Datum der ersten Ausstrahlung/Veröffentlichung	2015 / 6
Geschäftsbereich	Kraftfahrzeuge
Story	Brief Explanation BMW currently leads premium automobile brands in the Middle East market. Their target audience consists of consumers with above average income and with an interest in the latest technical innovations. Therefore, they expect a fascination brand like BMW to constantly surprise them in innovative and surprising ways. BMW, on the other hand, is keen to reach out to its audiences in ways that make them experience the brand, with or without product usage. The Brief BMW wanted to achieve two things with this campaign: 1) Promote the new BMW X6 with xDrive - the intelligent all-wheel drive system for smooth driving on rough ground. 2) Get the target group interested in the new car and its innovative technology to encourage test drives and showroom visits.
Problem	How the final design was conceived Insight: "Going smooth even on rough ground" describes exactly how the BMW xDrive technology feels. If we can let people experience this feeling in a surprising way, we can convince them of the innovation behind the feature. idea: Employ the genius of optical illusion to convey such an experience in a highly convincing manner. And because this is a BMW "X" model, we used the letter "X" as a visual trigger. By mapping 50,000 X's in a brilliant grid of slopes and plains, we managed to convey a "product demo" on 42 square meters of advertising space. Indication of how successful the outcome was in the market The BMW xWalk became the main attraction for some 30,000 visitors in two weeks. During that time, the QR code was scanned 4,451 times, resulting in 830 test drives, which would not have been achieved by a simple print ad. A Facebook video of the installation reached 3,098 Mio users with 651,461 views within 6 days. The campaign won a Silver at the Clio Awards 2015 Design Category .
Medientyp	Ambient
Länge	64 seconds
Chief Creative Officer	Alexander Schill
Executive Creative Director	Matthias Harbeck
Account Supervisor	Hassan Khatoun
Account Supervisor	Ona Linda Johnson
Creative Director	Moe Jawhar
Creative Director	Michael Wilk
Creative Director	Marcell Francke
Creative Director	Lorenz Langgartner
Creative Director	Franz Röppischer
Art Director	Amin Zeitiouni
Art Director	Kostiantyn Liakhov
Texter	Rohan Vitus Fernandes
Illustrator	Daniel Uebleis Staudinger
Strategist	Maximilian Florian Schöngen
Aufnahmestudio	German Wahnsinn
Medienagentur	Zenith Media Middle East