BMW China: Nothing But Sheer Joy - BMW 2022 Lunar New Year Campaign

Andrea Yao, Pires Guo

Car manufacturer BMW stood out during Lunar New Year in China with a digital, cinema and OTT campaign that combined the Year of the Tiger with BMW's Chinese name of Precious Horse.

Campaign details

Brand: BMW Brand owner: BMW Entrant company: TBWA\Juice ChinaIdea creation: TBWA/Shanghai Market: Greater China Sector: Luxury automotive Media channels: Word of mouth, Influencers, KOLs, Social media, Cinema, Merchandise & free gifts Budget: 3 - 5 million

Executive summary

BMW wanted to fulfil its brand promise of bringing joy for the Lunar New Year, China’s equivalent of Christmas. But it’s hard to stand out during this crowded advertising holiday, with brands trying to outdo each other with expensive, celebrity-filled, tear-jerking mini-films.

Given that...

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