Cannes Lions

BMW - Circular Angles

TIKTOK UK, London / BMW / 2022

Presentation Image
Case Film
Film
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Background

The ask was to bring BMW’s offline activations for the IAA Mobility (the world's largest mobility show) to life on Tiktok. And by doing so, increase BMW’s Brand Awareness on TikTok as well as their follower count. At the same time, BMW wanted to reinforce their brand vision around a ‘Circular Economy’ and their general drive for innovation.

Idea

We launched a content series with a loop to show off the Circular Economy, featuring a Creator who also directed the film.

Strategy

Automotive on TikTok is a less native category, usually requiring high production glossy advertising - so what better way to appeal to a new audience than with a popular Creator. The mini series in chapters and the 3 minute video length are new formats for TikTok, creating a narrative for users to follow along with. The perfectly 'looping' film is also a feature of TikTok, as well as highlighting the Circular economy.

Execution

To create the first branded content series on TikTok, by scripting a storyline around BMW’s existing offline activations, with TikTok's biggest Creators as both the hero and his first chance to be an advertising director. 7-9th Sept 21 - on the TikTok platform

Outcome

42m impressions

36k new BMW followers

1.6k shares and 2k comments

Similar Campaigns

12 items

" 60,000 Points of Environmental Destruction" Don’t “squash” the animals.

TOYOTA MOTOR, Tokyo

" 60,000 Points of Environmental Destruction" Don’t “squash” the animals.

2019, TOYOTA

(opens in a new tab)