BMW Group and BMW of North America: Eyes on Gigi
Campaign details
Brand: BMWAgency: KBS / ServiceplanCategory: Mobile SocialRegion: NA
Objective
With competitors pushing harder and harder on performance claims every day, BMW's ownership of thrill-inducing driving performance was being threatened. As such, the first-ever BMW M2 was being launched to reaffirm the brand's commitment to performance driving for a new, entry-level generation of enthusiasts. With an extremely limited number of vehicles available for dealers, the campaign would not be about sales, but instead would serve as a halo brand effort to reaffirm...