ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Integrated / Digital
Annual ID
ADC102_ADV080M
About the Work
A WINDOW INTO BMW BRAND LOVE
The rear window of a BMW contains an underleveraged design gesture that indicates (rear-wheel-drive) performance and forward momentum. If we could activate that design idea for modern audiences, we could build brand equity, stimulate joyful engagement among owners, and have the world look again at BMW with fresh eyes – reappraisal.
THE HOFMEISTER KINK
A driver utility and data visualization for BMW owners and fans that reveals one of the brand’s hidden-in-plain-sight assets – the rear-window Hofmeister Kink – is literally built into the roads we drive.
INTEGRATED MEDIA PLAN AT A GLANCE
• Website experience at HofmeisterKink.com
• +2.5 million individualized emails
• Paid social media across Meta platforms
• 90-second launch film on BMW USA’s YouTube
DIGITAL EXPERIENCE, REAL-WORLD BEHAVIOR
The Hofmeister Kink platform helps BMW drivers and enthusiasts see the entire US road network in a new, branded light, and then drive it in a way that connects with BMW's high-performance ethos – vehicles known for their dynamic and visceral cornering abilities.
DIRECT TARGETING & ACTIVATION
While the general population may discover HofmesiterKink.com organically or through paid media, a BMW owner’s first experience of the site is much more individualized, enabled by data in BMW’s owner ID records. From there, we created an automated CRM stream that matched and deployed against each owner with the relevant creative assets from the site.
THE MEDIUM IS THE (EMAIL) MESSAGE
Of the trillions of emails sent by brands each year, far too few make a meaningful impact on their recipient. At the heart of the Hofmeister Kink platform is a powerful, innovative, effective and highly creative email activation. Here +2.5 million emails offer much more than a thin slice of a bigger creative idea. They activate it, each one making our idea individually relevant and real for BMW owners.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
Performance Art / Toronto
Client / Brand
BMW North America / Woodcliff Lake NJ
Music / Sound Production Company
Grayson Music Group / Toronto
Art Director
Tomas Soares
Chief Creative Officer
Ian Mackenzie
Creative Director
Andrew Bernardi
Benson Ngo
Designer
Emily Plewes
Strategist
John Boright
Account Director
Brian Bentley-Falcke
Associate Creative Director
Jordan Gabriel
Chief Executive Officer
Andrea Cook
SVP Group Account Director
Jan Lemke
Business Analyst
Dean Bentley-Falcke
Chief strategy Officer
Jory Edmunds
Experience Delivery Lead
Nzegwhua Anderson
Group Director, Product Development
Arnaud Icard
Interface Developer
Jérémie Boulay
Media agency
UM / New York
Production director
Gary Gimelfarb
Project director
Amanda Horsford
Senior Application Developer
Anthony Pilger
Senior Program Manager
Gaetano Carpino
UX/UI
Thiago Santarem
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