Malaysian Media Awards Winners Showcase

2017 | |

BMW Electrified the Streets of Kuala Lumpur

Brand: BMW
Creative Agency: -
Credits: -

The Challenge
BMW (-4%) was losing the battle against Mercedes (+56%) in 2015. A marketers’ nightmare! We had to change things around with the launch of BMW X5 PHEV, with high capacity electric charging.

Insight, Strategy and the Idea
1. Audience was on the go throughout the day. A number of important meetings happened post working hours. 2. Because of the travel frequency – OOH stood as the most effective medium (3-4hrs of travel in a day) 3. Agency research showed that affluent would only travel up to 10km for a test drive. We designed an INNOVATIVE 4 Dimensional OUT OF HOME STRATEGY to win the hearts of affluent across West Malaysia and enticed the affluent through a custom made approach that made them curious, highlighted model’s USP and at the same time encouraged them for a test drive at BMW showrooms.

Media Execution
THE GIANT (25ft (H) x 110ft (W) GANTRY THAT LIT THE SPRINT HIGHWAY highlighted the powerful electric wallbox charger with the new BMW X5 PHEV, connecting Bandar Utama, Tropicana and Damansara from different interjections across Klang Valley. DIGITAL SCREEN TAKEOVER ACROSS WEST MALAYSIA: 100% SOV on key Digital Screens for first three days followed by 12 digital screens takeover in KLANG Valley, including Penang, Johor Bahru, Melaka, and Ipoh. GEO-FENCING BMW SHOWROOMS WITH STATIC BILLBOARD: Strategically placed within 4-5Km from signature BMW showrooms. EXPERIENTIAL OUT OF HOME AT PAVILION MALL whereby potential customers could experience the car features through digital experiential, supported by an actual car in full display with registration for an electrifying test drive.

Results and Effectiveness
• Total eyeballs : 414,575,520 • Total Activation reach : 1,133,330 • Sales Exceeded projections by 174% • Fastest selling model in 2016 • Footfall at showrooms Increased by +50% • Most importantly, BMW outperformed arch rival Mercedes by a Distance! o Mercedes Sales: (2016 vs. 2015) +8% o BMW Sales: (2016 vs. 2015) +20%