BMW M Gladiators (2011)
Client and agency BMW Group, Interone China
Role Art direction, concept
Collaboration Ninik Vogelsang, 39°
Media Online
Client and agency BMW Group, Interone China
Role Art direction, concept
Collaboration Ninik Vogelsang, 39°
Media Online
Information The campaign announced the release of the new lightweight BMW M3 Coupé with carbon-fiber roof of BMW's motorsport subbrand BMW M.
The creative concept "BMW M Gladiators" links directly to the core of the brand – conveying that in every true M driver there is a special gene – the M gene.
We created a viral video in which 3 BMW M drivers hear the inner call of the M gene and drive to a showdown place to rival for the new lightweight carbon-fiber BMW M3.
The video preceded a large launch event, combining the features of BMW M and the desire of the target audience for passionate driving.
The integrated advertising communications further elucidated the yet fairly new sub brand's values to the Chinese market, becoming another milestone of the brand's marketing in the local market.