BMW case study

bmw

BMW

Discovering the Art of Leadership

Sector                                    Objectives

Auto                                     Brand awareness

Challenge

During a year when BMW were not launching any new cars, it wanted to keep its brand top of mind with its HNWI consumers and align its values with the theme of leadership. 

Create worked closely with BMW to produce inspiring content across platforms showcasing its different car models and aligning itself to leadership through an artistic lens. 

Solution

Create designed a multi-platform campaign that was targeted to CNN's Luxury audience and HNWIs across digital, film, social, TV and TAP. All content focused on 'The Art of Leadership', with storytelling from an artistic perspective of several design leaders including Jeff Koons and Zhoujie Zhang. BMW has aligned itself with with the values of artistic leadership which was echoed through the films.

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Results

web
40 million

Digital impressions

users
18+ million 

Unique users

eye
13.5 million

Video views

tap
607 thousand

CNN TAP impressions

Services this project covered

Branded content films

Create produced 6 feature films featuring a selection of artistic leaders to convey its alignment with leadership and creativity. This film follows photographer Ellen Von Unwerth who explains her creative processes and the inspiration behind her work.

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Digital

Create produced 6 complementary articles for the digital hub​ with targeted display, native ad campaign and off-platform extension via AIM+.

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Social​

Create produced several 'behind the scenes' content distributed on Instagram Stories​ and amplified using CNN’s in-house, intelligence-backed, social amplification tool, Launchpad. 

bmwipad

CNN TAP

The campaign ran across hotels in Germany and UK Wi-Fi through CNN TAP as part of the distribution strategy. It aired in 27K hotel rooms and delivered 607k+ impressions.

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