2022 BMW Spring Festival Marketing Campaign‒Happy on the road

Bob Wang, Pires Guo, Vanora Su

In order to stand out in the saturated Spring Festival advertising environment with a limited media budget and make consumers genuinely interested in the content conveyed by the brand, the automobile brand BMW decided to think and design the 2022 Spring Festival marketing campaign with a new content form and theme. .

Case Details

Brand: BMW BMW

Brand owner: BMW China BMW China

Main agency: Shanghai Yingzhan Advertising Co., Ltd. TBWA\Juice Beijing, TBWA\BOLT Shanghai

Main agent company holding group: Omnicom Group Omnicom Group

Contributing Agencies: Real Good Studio, Filmate Productions

Launched on the market: Mainland China

Industry: Automotive

Media channels: TV (OTT), interactive/digital online (social media), social (Weibo, WeChat, Xiaohongshu), short video & live broadcast (Douyin), streaming media/long video (Bilibili )

Budget: 25-30 million

case summary

BMW hopes to fulfill its brand promise to bring joy to the Chinese New Year. But...

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