Sell the product.

The Challenge

DNA assisted BMW over a number of years with key product launches. Established ranges required fanfare and new customer engagement, new ranges required positioning and market making. BMW were undertaking an ambitious growth drive in the face of competition (from the likes of Mercedes) and in anticipation of attracting a far broader base of buyers to the brand on the back of more accessible sized and priced ranges.

The ranges we launched were as diverse as the pioneering BMW 1, the iconic facelift of the popular 3 Series, the launch of the new Mini and the legendary Chris Bangle designed BMW 7 Series.

The Solution

One such challenge was a campaign aimed at potential buyers of the 'all new' 3 Series. BMW wanted to broaden the brand appeal and grow their share of the premium market in NZ. The best place to start was their iconic mid size car range. Existing and past buyers know the brand and what to expect from the BMW customer and service experience – new buyers need to palpably feel this difference. 

The launch was to be communication and event led rather than advertising based. A series of nationwide launches needed to get the new customers' along, introduce then to the new model and blow them away. We delivered event and motion media, plus collateral that took the power and grace of gym girls and used this as a metaphor for the power and performance of the 3 series. 

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