BMW iX3 volume-raising marketing campaign

In 2020, the automobile brand BMW launched the pure electric iX3, aiming to quickly penetrate the market segment and enhance its brand image.

Case details

Brand: BMW

Brand owner: BMW China

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

Major agency holding group: Omnicom Group

Launched in: Mainland China

Industry: Automotive

Media channels:

Budget: 25-30 million

Case Summary

The all-electric BMW iX3 launched in 2020 carries two major expectations: rapid penetration into the market segment and enhancement of brand image.

Although the iX3 has unparalleled quality and driving comfort, due to the first-mover advantage and communication focus of local new forces in car manufacturing, the iX3 does not have outstanding advantages in high-specification...

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