BMW China: BMW 'Convenience Store' - Disrupting the Car Purchase Experience

Car manufacturer BMW grew sales and brand metrics in China with an immersive car-buying experience through Tmall.

Campaign details

Brand: BMW Brand owner: BMW Entrant company: TBWA\Juice ChinaIdea creation: TBWA/Juice Beijing Market: Greater China Sector: Luxury automotive Media channels: Mobile & apps, Websites & microsites, Social media, Search marketing, Point-of-purchase, In-store, Outdoor, Out-of-home, Merchandise & free gifts, Livestreaming Budget: 3 - 5 million

Executive summary

BMW had a Tmall store, but it was only a little shop that sold car accessories like wiper fluid. What a let-down for Chinese premium car intenders who are spoilt for choice and demanded next-level offerings...

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