Cannes Lions

BMW X3

BBDO INTERONE, Munchen / BMW / 2004

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Overview

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Credits

Overview

Description

The BMW X3 Challenge was undertaken with NIKE as a partner. The NIKE brand target group. Uniquely, a range of media was integrated to reported on the Challenge before, during and after the event. Advertising for participants was conducted via the following avenues gave a youthful component which ensured the Challenge appealed to the intended.1. Participant cards in gyms2. Internet registration at http://awards.bbdo-interone.de/bmw/x3_challenge/index.htm3. Articles in lifestyle and sports magaines and online

Outcome

Innovative ideas produce success. The integrated campaign ensured that the new product was introduced to the target group, initially indifferent to BMW, in an intelligent manner and with a minimum of exaggerated advertising gloss. The fact that a range of media reported on the product kept costs at a minimum.The Challenge was booked out.4,400 registrations by post.7,600 by internet.85,000 visits online.13.5 million contacts via media. reports and articles (Max, Amica, Tomorrow, Fit For Fun,TV Spielfilm) before the event.More contacts after the event, via TV as well.

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