Campaign Title: 세계 최연소 BMW 드라이버 탄생
Brand & Client: BMW / BMW Korea
Agency: INNORED, Seoul, Korea (www.innored.co.kr)
Credits: All INNORED Associates
Published date: 21st July, 2016
The world’s youngest BMW driver is born
Initially, BMW was only perceived by the Korean consumers as an imported car brand with extraordinary performance.
The level of awareness of the brand’s promise called “JOY” was not high. Thus, we set the goal to communicate the clear and definite true nature of BMW to the consumers and deliver the message of JOY.
Campaign Idea & execution
In order to deliver the value of BMW as the clear and definite essence, the experience of seeing and touching is essential to the consumers.
A JOY, which is the core of the brand, stems from the emotional domain through the experience. We believed that the children of the present are the hero who will live next 100 years and the biggest potential customers who can implant the good brand awareness. Therefore, we found children who like cars and have the dreams regarding cars. They have a common dream of driving cars when they reach adulthood. We decided to help them quickly achieve and experience this dream by giving them the opportunity to experience the JOY of BMW. From the time in the driver’s seat until the finish of the driving and coming out, they can experience the pleasures and delights of their own JOYs.
BMW’s campaign was on air with the title
With the placement of the video content on various kinds of video platforms and communities like YouTube, Facebook, etc., it became a viral content, surpassing 3.2 million views within the first week. Also, the content has been shared more than 4,300 times on SNS platforms and it is continuously being shared even now. By looking at these data and the comments written by the viewers, we can conclude that the potential BMW consumers were able to indirectly experience the JOY of BMW through the video.
Publicidad online "The First Drive" hecho por la agencia de publicidad "Innored" para la marca: BMW Corea del Sur. Fue producido en jul. 2016.