2016 Winners & Shortlists

BMW XWALK

Silver
Client/BrandBMW
Product/ServiceBMW X6
EntrantSERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryIllustration
Entrant Company SERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Advertising Agency SERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Agency ZENITH MENA Dubai, UNITED ARAB EMIRATES
Production Company PROLAB DIGITAL Dubai, UNITED ARAB EMIRATES

Brief Explanation

BMW currently leads premium automobile brands in the Middle East market. Their target audience consists of consumers with above average income and with an interest in the latest technical innovations. Therefore, they expect a fascination brand like BMW to constantly surprise them in innovative and surprising ways. BMW, on the other hand, is keen to reach out to its audiences in ways that make them experience the brand, with or without product usage.

The Brief

BMW wanted to achieve two things with this campaign: 1) Promote the new BMW X6 with xDrive - the intelligent all-wheel drive system for smooth driving on rough ground. 2) Get the target group interested in the new car and its innovative technology to encourage test drives and showroom visits.

How the final design was conceived

Insight: "Going smooth even on rough ground" describes exactly how the BMW xDrive technology feels. If we can let people experience this feeling in a surprising way, we can convince them of the innovation behind the feature. idea: Employ the genius of optical illusion to convey such an experience in a highly convincing manner. And because this is a BMW "X" model, we used the letter "X" as a visual trigger. By mapping 50,000 X's in a brilliant grid of slopes and plains, we managed to convey a "product demo" on 42 square meters of advertising space.

Indication of how successful the outcome was in the market

The BMW xWalk became the main attraction for some 30,000 visitors in two weeks. During that time, the QR code was scanned 4,451 times, resulting in 830 test drives, which would not have been achieved by a simple print ad. A Facebook video of the installation reached 3,098 Mio users with 651,461 views within 6 days. The campaign won a Silver at the Clio Awards 2015 Design Category .

Credits

Name Company Position
Rami Hmadeh Serviceplan Middle East Managing Partner
Moe Jawhar Serviceplan Middle East Executive Creative Director
Kazuko Yokoe Serviceplan Middle East Creative Director
Frances Bonifacio Serviceplan Middle East Strategic Planning Director
Matthias Harbeck Serviceplan Group Executive Creative Director
Marcell Francke Serviceplan Group Art Director
Hassan Khatoun Serviceplan Middle East Client Servicing Director
Ona Linda Johnson Serviceplan Middle East Senior Account Manager
Amin Zeitiouni Serviceplan Middle East Art Director
Franz Roeppischer Serviceplan Middle East Creative Director
Rohan Vitus Fernandes Serviceplan Group Copywriter
Michael Wilk Serviceplan Group Art Director
Lorenz Langgartner Serviceplan Group Art Director
Kostiantyn Liakhov Serviceplan Group Art Director
Daniel Uebleis Staudinger/Franke Ullustrator
Margot Visser Senior Digital Manager Performics UAE
Allaa Marzouk Digital Executive Performics UAE