BMW 7 Series launch
- BMW's entry into the global luxury segment
CHALLENGE
BMW launched the all-new 7 Series which marked the brand’s entry into the global luxury segment for the first time in a century.BMW South Africa required a holistic launch campaign that would reflect the premium sophistication, exclusivity, and innovation of the 7 Series. The challenge was to reach high net worth individuals who are discerning, hard to access, time-constrained and routinely exposed to excessive communication from multiple luxury brands.
OUR THINKING
Based on the anthropological insights and strategy, the creative concepts yielded that a highly personalised, exclusive, and luxurious launch event would meet our objectives.
Demographica then built a database of 500 of the top, most influential and high-earning businessmen and women in South Africa to invite to the launch. The execution consisted of an invite, event, and gift.
THE WORK
The campaign exceeded expectations, achieving a 20.6 per cent conversion rate which was more than double the anticipated benchmark.