Graphic Design
BMW NATIONAL TEST DRIVE CAMPAIGN
Year :
2023
Industry :
Automotive
Client :
BMW South Africa
Project Duration :
Two Weeks
THE CHALLENGE :
This campaign must speak to both internal combustion engine (ICE) and battery-equipped vehicle (BEV) test drives, with communication elements being easy to adapt based on the vehicles available at a dealership as well as existing retailer activations and events.
VISUAL APPROACH :
Visually, this statement will be paired with lifestyle imagery featuring individuals together with BMWs from the test
drive fleet.
However, to make our messaging stand out and communicate that the BMW brand is the missing element in their lives: these images will be animated to remove the vehicles so it appears as if the individual within the frame is positioned in an empty environment.
Our BMWs will then appear together with the ‘book a test drive’ portion of our positioning statement, emphasising the fact that this is the action they need to take to live the BMW life.
THE APPROACH :
Positioning BMW as the enabler that empowers an individual to live the lifestyle they’ve always wanted, our campaign will be anchored by an aspirational positioning statement that promotes this fact before inviting prospects to book a test drive.
More Projects
Graphic Design
BMW NATIONAL TEST DRIVE CAMPAIGN
Year :
2023
Industry :
Automotive
Client :
BMW South Africa
Project Duration :
Two Weeks
THE CHALLENGE :
This campaign must speak to both internal combustion engine (ICE) and battery-equipped vehicle (BEV) test drives, with communication elements being easy to adapt based on the vehicles available at a dealership as well as existing retailer activations and events.
VISUAL APPROACH :
Visually, this statement will be paired with lifestyle imagery featuring individuals together with BMWs from the test
drive fleet.
However, to make our messaging stand out and communicate that the BMW brand is the missing element in their lives: these images will be animated to remove the vehicles so it appears as if the individual within the frame is positioned in an empty environment.
Our BMWs will then appear together with the ‘book a test drive’ portion of our positioning statement, emphasising the fact that this is the action they need to take to live the BMW life.
THE APPROACH :
Positioning BMW as the enabler that empowers an individual to live the lifestyle they’ve always wanted, our campaign will be anchored by an aspirational positioning statement that promotes this fact before inviting prospects to book a test drive.
More Projects
Graphic Design
BMW NATIONAL TEST DRIVE CAMPAIGN
Year :
2023
Industry :
Automotive
Client :
BMW South Africa
Project Duration :
Two Weeks
THE CHALLENGE :
This campaign must speak to both internal combustion engine (ICE) and battery-equipped vehicle (BEV) test drives, with communication elements being easy to adapt based on the vehicles available at a dealership as well as existing retailer activations and events.
VISUAL APPROACH :
Visually, this statement will be paired with lifestyle imagery featuring individuals together with BMWs from the test
drive fleet.
However, to make our messaging stand out and communicate that the BMW brand is the missing element in their lives: these images will be animated to remove the vehicles so it appears as if the individual within the frame is positioned in an empty environment.
Our BMWs will then appear together with the ‘book a test drive’ portion of our positioning statement, emphasising the fact that this is the action they need to take to live the BMW life.
THE APPROACH :
Positioning BMW as the enabler that empowers an individual to live the lifestyle they’ve always wanted, our campaign will be anchored by an aspirational positioning statement that promotes this fact before inviting prospects to book a test drive.