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...