BMW shows off its Genius teams in Story Lab campaign

Car maker BMW shows off its team of dealership-based experts in a series of clips created by The Story Lab.

The content features real-life BMW Geniuses guiding customers through the features of various vehicles.

Showcasing four different vehicles and scenarios across the BMW range, the videos show the experts taking customers on personalised test drives.

Tony Sesto, general manager of marketing at BMW Group Australia, said: “We’re delighted with this new content series. Our brief was to push the creative beyond presenting BMW Geniuses in the dealership and showcasing just how unique a test drive with a BMW Genius can be.

“The video series shows customers on an actual test drive and highlights the bespoke nature of the BMW Genius experience.”

Sarah-Jane Sands, executive producer, The Story Lab, added: “We’re extremely excited to reunite with BMW for the Genius 2 content, and are grateful for the creative freedom we had to push the concept into this fun and entertaining space. We feel the content speaks for itself in illustrating just how valuable a test drive with a BMW Genius can be.”


  • BWM Group Australia
    • Belinda Arthur – Sales Channel Development, Market Implementation Manager
    • Con Papadopoulos – Customer Relationship Manager
    • Stefan Osellame – Retail Marketing Coordinator
  • The Story Lab
    • Sarah-Jane Sands – Executive Producer
    • Donna Sutherland – Senior Project Manager
    • Simon Hoy – Producer
    • Marco Damiano – Director

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