BMW
Discovering the Art of Leadership
Sector Objectives
Auto Brand awareness
Challenge
During a year when BMW were not launching any new cars, it wanted to keep its brand top of mind with its HNWI consumers and align its values with the theme of leadership.
Create worked closely with BMW to produce inspiring content across platforms showcasing its different car models and aligning itself to leadership through an artistic lens.
Solution
Create designed a multi-platform campaign that was targeted to CNN's Luxury audience and HNWIs across digital, film, social, TV and TAP. All content focused on 'The Art of Leadership', with storytelling from an artistic perspective of several design leaders including Jeff Koons and Zhoujie Zhang. BMW has aligned itself with the value of artistic leadership which was echoed through the films.
Results
Digital impressions
Unique users
Video views
CNN TAP impressions
Services this project covered
Branded content films
Create produced 6 feature films featuring a selection of artistic leaders to convey its alignment with leadership and creativity. This film follows photographer Ellen Von Unwerth who explains her creative processes and the inspiration behind her work.
Digital
Create produced 6 complementary articles for the digital hub with targeted display, native ad campaign and off-platform extension via AIM+.
Social
Create produced several 'behind the scenes' content distributed on Instagram Stories and amplified using CNN’s in-house, intelligence-backed, social amplification tool, Launchpad.
CNN TAP
The campaign ran across hotels in Germany and UK Wi-Fi through CNN TAP as part of the distribution strategy. It aired in 27K hotel rooms and delivered 607k+ impressions.
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