2022 Winners & Shortlists

Why is this work relevant for Creative Strategy?

With BMW doubling down on its commitment to turn most of its fleet into electric, we needed to create a strong desire for the upcoming electric models. Not a simple task for BMW, more so in the Middle East where gas is cheap, and a large part of our consumer base are fans who are petrol heads. We used an entirely counterintuitive creative strategy by letting BMW M combustion engines create noise for an electric future.

Background

The BMW Group has been researching and testing electric cars for over 40 years - proof that the BMW Group is equipped for a fully electric future. BMW Middle East started selling xEV cars in the UAE in 2015 with the BMW i3 and the Plug-in Hybrid i8. Success was nominal with the EV infrastructure still in its infancy stages in the region. Keen to launch new EV models, namely the BMW iX and the BMW i4, as part of its regular product portfolio from 2022 onwards, there was a need to assess the immediate and future potential of EVs in the region.

The Interpretation of the Challenge (30% of vote)

With little to no data available on Electric Vehicle adaption in the region, and with almost every luxury car brand announcing the arrival of their electric fleets, BMW knew it had one chance to make its BMW i electric segment matter. Without losing its brand essence of Sheer Driving Pleasure, we needed to convince petrol-heads and hardcore BMW fans that an electric future is not a future devoid of the brand of BMW joy they have come know and enjoy over the years.

The Insight / Breakthrough Thinking (30% of vote)

In our countless talks with current EV drivers and interviews with current BMW owners, we realized that we are essentially addressing only two distinct consumer mindsets towards Electric Vehicles. Current and potential EV customers are either: 1) Intrigued about the overwhelming prospects of a petrol-free future, or 2) Skeptical about the uncertain prospects of a petrol-free future. Intrigue revolves around the endless possibilities of technology and future mobility, while skepticism is deeply rooted in the hesitation to forego old motoring habits. This led us to a very simple campaign objective: Ignite joy where we see intrigue, and Inspire confidence where we encounter skepticism.

The Creative Idea (20% of vote)

To ignite joy and inspire confidence, we used something iconic to pave the way for a petrol-free, meta-future. We invited BMW M owners for a unique opportunity to immortalize the sounds of their cars forever. The throaty roars of their engines were recorded on location at Dubai Autodrome and turned into NFTs with unique art renditions to pair with the audio. This collection titled BMW Museum of Sound was launched on opensea.io, the largest peer to peer NFT marketplace to be preserved forever, creating perpetual value and nostalgia for owners and fans.

The Outcome / Results (20% of vote)

BMW car clubs across the GCC and Levant have reached out asking for more iconic NFT’s using their own cars. This interest is currently being converted into viewing appointments, and where available, test drives for the all-new BMW iX and BMW i4.