Setting the standard for BMW globally.
Background
The new BMW iX3 is setting the pace for EVs.
BMW came to us 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, we decided to play it smarter, focusing on current EV drivers in premium vehicles with inferior tech.
Solution
Charging stations are springing up across Australia, with drivers spending 20-40 minutes standing around while their cars charge. We saw this as our moment. And we were going to make people wish they had an iX3.
We plugged in with – innovative network of 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.
So while drivers waited around for their long, slow recharge, we showed them what they could be doing right at that moment in the breathtaking BMW iX3. Charging faster. And going further. We whet their appetite and then served them with the chance to register for a test drive.
This was a first for BMW. And a success for their new generation EV. We took the boring wait that EV drivers hate, and turned it into love for the BMW iX3.
