BMW - 2 SERIES ACTIVE TOURER
Agency: Serviceplan
Project:
The Active Tourer is an atypical BMW; it was the first family car in the luxury segment. This was a risky undertaking that could negatively affect both the BMW brand and the car itself: the entire BMW image could be eroded, or the car could be labeled as "not suitable for families.
Creative approach:
Creative approach:
Therefore, we chose to include the legacy of "driving pleasure" in the creative concept. The driving pleasure of the BWM brand + place for all your family projects.
Result:
Result:
The launch was a success and gave the brand an influx to a whole new audience. Fortunately, there was plenty of room for all these new customers in the Active Tourer.
