BMW uses smart phone streaming to drive X3 sales
To drive sales of its newly launched sports utility vehicle, the X3, BMW is running a campaign that uses smartphone streaming to give consumers a guided tour of the inside of the vehicle.
Print, outdoor and direct media point the consumer to a website via smart phone, where they can see streaming images of the features of the X3 as the driver would see them.
Michael Knox, ECD of Ogilvy Group Melbourne, which created the campaign, said: “We wanted to be clear that this wasn’t just a great looking and a great driving machine – we wanted to ensure that innovation, comfort and craftsmanship were also communicated.”
Credits:
- Executive creative director: Michael Knox
- Creative directors: Ferg Donaldson, Cam Mitchell
- Planner: David Jenkinson
- Account management: Sam Fisher, Wally Summons
- Digital: Rebecca Boxall, Kim Weld-Blundell, Prudence Jones
- Production: Tracey Needham
The X3’s “Extraordinary, every day” campaign is supported by radio and TV work, which was created be an agency in Germany and adapted for the Australian market by Ogilvy Melbourne.
Where’s the link?!
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Roger, the smart phone streaming content has now been added.
Cheers,
Robin – Mumbrella
Didn’t Volvo do this ad a couple of years ago for XC90?
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Yeah, I kind of enjoyed it on my smart phone. Smart thing to advertise…
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