The One Show
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BMW: Nothing But Sheer Joy
Agency TBWA\Juice Beijing + TBWA\BOLT Shanghai + Filmate Productions / Shanghai + Real Good Studio / New York
Category
Best of Social Media
Annual ID
OS23_SM000G
About the Work
Each year, we are tasked to create a Lunar New Year campaign to fulfil BMW’s brand promise of bringing joy to consumers during this period of family reunion. But advertising during this festival in China is as difficult as Christmas in the West. Expensive, crowded, and full of long format emotional stories about family and reunions. How to stand out when every story about family has been told? How to be seen when every brand is spending huge amounts on media. How to make it brand relevant so ad-saturated consumers can remember who was talking?
To spread the joy, every element was designed to maximize engagement:
The campaign started with the release of the engaging launch film featuring iconic imagery, three days before the Lunar New Year eve. Attention was ramped up with a customized media-mix approach:
- The campaign launched on owned social platforms with 10 posts, which was further spread by dealers;
- The film was featured in pre-rolls in 1,470 cinemas across China and pushed by the top 8 smart TV brands.
Social media was hacked by using influencers to ignite multiple streams of UGC. E.g., sweaters with iconic imagery were sent to key influencers on the styling platform - Red, while China’s TikTok launched a dance challenge.
The engagement peaked on the Lunar New Year eve with the release of 30 collectible digital red packets and stickers as gifts for fans to share, which extended the influence of the iconic imagery.
The campaign broke nearly every BMW viewership and engagement record on every social platform. But more importantly, the success was driven by consumers amplified the campaign by generating UGC on multiple social platforms, even on platforms weren’t part of the campaign! Fifty dealerships created their dance videos from campaign assets, further extending influence. The launch in cinemas was so popular, a fan recorded it and uploaded the video to China’s TikTok. The post received 200k likes.
· 258M video views
· 4.02M social engagements, igniting 688,000 pieces of UGC content
· 140K new fans across social media platforms, 65% from Gen Z
· Spontaneously re-posted by 28 influencers, generating over 1M likes
· Net Sentiment Rating: 88.5%
To spread the joy, every element was designed to maximize engagement:
The campaign started with the release of the engaging launch film featuring iconic imagery, three days before the Lunar New Year eve. Attention was ramped up with a customized media-mix approach:
- The campaign launched on owned social platforms with 10 posts, which was further spread by dealers;
- The film was featured in pre-rolls in 1,470 cinemas across China and pushed by the top 8 smart TV brands.
Social media was hacked by using influencers to ignite multiple streams of UGC. E.g., sweaters with iconic imagery were sent to key influencers on the styling platform - Red, while China’s TikTok launched a dance challenge.
The engagement peaked on the Lunar New Year eve with the release of 30 collectible digital red packets and stickers as gifts for fans to share, which extended the influence of the iconic imagery.
The campaign broke nearly every BMW viewership and engagement record on every social platform. But more importantly, the success was driven by consumers amplified the campaign by generating UGC on multiple social platforms, even on platforms weren’t part of the campaign! Fifty dealerships created their dance videos from campaign assets, further extending influence. The launch in cinemas was so popular, a fan recorded it and uploaded the video to China’s TikTok. The post received 200k likes.
· 258M video views
· 4.02M social engagements, igniting 688,000 pieces of UGC content
· 140K new fans across social media platforms, 65% from Gen Z
· Spontaneously re-posted by 28 influencers, generating over 1M likes
· Net Sentiment Rating: 88.5%
2023 Awards
Total Points: 90
Best of Discipline Pencil
Credits
Agency
TBWA\Juice Beijing
Production Company
Filmate Productions / Shanghai
Real Good Studio / New York
Art Director
Miaoxin Yang
Copywriter
Doris Chen
Kerwin Fan
Chief Creative Officer
Ronnie Wu
Composer
Thomas Fattorusso
Director
Jonah Gabriel
Editor
Alexander Kang
Li Jin
Executive Producer
Priscilla He
Group Creative Director
Cook Xu
Account Director
Leo Hao
Associate Creative Director
Amour Xiang
Chief Executive Officer
Joanne Lao
Head of Production
Christine Chen
Account Manager
Eric Chen
Agency In-House Production
TBWA\BOLT Shanghai
Group Account Director
Vivienne Lin
Operations Director
Cy Chen
Planning director
Pires Guo
Post production
Rosa Palmeri
Sunny Xu
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