Effie Awards Category Context

BMW sought to position the sporty all-new BMW X2 as the fearless "rebel" of the BMW fleet. In order to sell the BMW X2 attitude and lifestyle to a new maverick millennial target, the brand needed to break its own "luxury rules" and extend beyond traditional media and content partnerships to embrace this diverse audience.

BMW identified Grindr, the world's largest social networking app for gay, bi, trans and queer people, as the perfect partner to craft a unique communications strategy that would surprise consumers and get people talking about how BMW is paving a new, unconventional path towards luxury.

State of the Marketplace & Brand's Business

BMW was launching the first-ever BMW X2, a bold, sporty SUV that had as much attitude as it did style. However, core competitors (Mercedes Benz GLA LCI, Range Rover Evoque LCI & Audi Q2, Q3, Q4) were already in the second part of their life cycle, so the X2 needed a powerful positioning strategy to help narrow the gap. BMW was simultaneously undergoing a revision of their core brand tenants in order to broaden their appeal to a new audience, ward off challengers in the category, and futureproof their business. Youthful joy was at the center of this shift and the X2 was the perfect vehicle to kick start this bold new direction.