Carpe Diem - Products
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or product in a bright spotlight and creating immediate and measurable impact.
BMW i3 Super Bowl: Newfangled Idea
The BMW i3 is a rethink of what a car can be. But while its funky design and groundbreaking engineering attracted early adopters, the mainstream just wasnt seeing its significance. With more electric BMWs needed on the road to meet government deadlines, we needed a brave approach. Through a clever idea and a partnership strategy with big PR potential, we sparked interest and changed beliefs: A 175% lift in perceptions of innovation and an 80% increase in consideration among our primary buyer paved the way for BMWs future electric growth.
Brand: BMW of North America
Client: BMW of North America