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

Andrea Yao, Pires Guo

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,...

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