BMW China: The Prop Car - Reframing China’s electric vehicle conversation with BMW IX3

Car brand, BMW, increased sales of its iX3 electric vehicle in China with a campaign highlighting the brand's car-making know-how.

Campaign details

Brand: BMW Brand owner: BMW Entrant company: TBWA\Juice ChinaIdea creation: TBWA/Juice Beijing Market: Greater China Sector: Eco, hybrid, electric cars Media channels: Mobile & appsBudget: 3 - 5 million

Executive summary

The all-electric BMW iX3 launched in 2020, shouldering two expectations: quick penetration and brand image lift.

But while the iX3 had unmatched quality and driving comfort, it didn’t have the tech specs that consumers had come to expect. The sales volume was not meeting expectations.

The Chinese electric car market...

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