Malaysian Media Awards Winners Showcase

2017 | |

BMW 7 Series: Driving Luxury to the Top

Advertiser: BMW Group Malaysia
Brand: BMW
Creative Agency: -
Credits: -

The Challenge
Close competitor Mercedes raced past BMW by an alarming 48% in 2015. Mercedes S-Class sales doubled while BMW 7 Series slumped. We had to flip the equation in 2016 with the launch of new BMW 7-Series.

Insight, Strategy and the Idea
While affluent knew that BMW 7 Series offered luxury/exclusive experience, they lacked in-depth understanding of its distinctive features. Agency conducted a thorough psychographic study of the super affluent and concluded the following key insights: 1. Despite growing consumption in the digital space, Newspaper remains the most affinitive source of reading. 2. This niche needs consistent follow ups to induce trial. 3. The number SEVEN was considered to be lucky across beliefs and came out as the exact number of reminders needed to lure this segment. Thus, we decided to create recognition of the model’s USPs and a desire by creating ads of 7 INNOVATION WINS against our competitors, spreading waves of excitement around the BMW 7 Series launch.

Media Execution
Agency created an impactful series of innovative ads cleverly placed to communicate the product USPs in major publications; The Star and The Edge. We played along with the number 7. Creative buys for 7 consecutive days in The Star unveiling one USP a day from functionality of Display key, Gesture Control, Touch command, Sky lounge Panoramic Roof to innovative technology of lightweight Carbon core, and pioneering technology in BMW Laserlight. We did not stop here –We placed an impactful OVERSIZED wrap in The Edge highlighting the immensely luxurious BMW 7 Series interior and exterior that consolidates all the model’s USPs.

Results and Effectiveness
• Reached out to approximately 600k eyeballs! • What was more remarkable, Search were amplified where traffic diverted to microsite garnering hundred thousands of impressions, 3.79% CTR achieved. • Sales grew by 426% – highest ever sales for BMW 7 Series in its history in Malaysia.