Setting the standard for BMW globally
Background
The new BMW iX3 is setting the pace for EVs.
Our challenge was to help set the gold standard for the rest of the world to follow. This was a bold ambition from BMW’s head office in Germany.
Challenge
Before the major launch, BMW wanted to start shaking up the EV market.
And why not?The new BMW iX3 is a next level EV, with superior driving range and faster charging. Rather than aim at new EV drivers, the smarter play was to focus on currentEV drivers in premium vehicles, but with inferior tech.
Solution
Charging stations are springing up across Australia, with drivers spending 20–40 minutes standing around while their cars charge. This idle time was an opportunity to make people wish they had an iX3.
We plugged in with Jolt – the innovative network with charging stations that are hooked up to intelligent OOH screens.
We ran placements across their charging station screens and on the Jolt charging app, with messaging changing based on the location and even the weather.
Together, the campaign came to life, with placements across their charging station screens, and on the Jolt charging app. Messaging was even optimised based on the location and weather.
So while drivers waited around for their long, slow recharge, they saw what they could instead be doing in the breathtaking BMW iX3. Charging faster. And going further. Once their appetite was whet, they were then able to register for a test drive.
This was a first for BMW. And a success for their new generation EV. The boring wait thatEV drivers hate, was turned it into love for the BMW iX3.
