BMW: M Driving Experience Push
As part of a dynamic team of 24 designers from 18 different majors and 11 diverse countries, we collaborated to address a unique problem statement presented by BMW. Through a combination of thorough research—both primary and secondary—and a meticulously crafted design strategy, we delivered a comprehensive suite of marketing assets across varied media types.
I stepped up to be the Marketing Lead for our team and delegated a group of 8 highly creative individuals, where we came across several obstacles but we moved past. Our multicultural and interdisciplinary team brought a wealth of perspectives, enabling us to navigate challenges with innovation and precision. Prototype testing played a pivotal role in refining our solutions, allowing us to exceed expectations and deliver a successful campaign that aligned with BMW's vision.
While the specifics of the project remain under NDA, I’m happy to provide insights into our process and outcomes if you’d like to learn more. Please feel free to reach out for a deeper glance into this impactful project.
About Project
Client:
Duration:
BMW
10 Weeks
Topic:
Marketing 'M Drive'
Role:
Marketing Lead
Team:
24 Designers
Due to confidentiality agreements (NDA), the specific details of this project's deliverable scope cannot be disclosed. However, I am eager to discuss the project's impact and my contributions further. This was a valuable experience that significantly enhanced my professional development.
Problem Statement
BMW's M Driving Experience effectively showcases the brand's 'Ultimate Driving Machine' ethos, providing consumers with a high-caliber and thrilling brand encounter. However, current engagement is primarily concentrated among millennials and individuals aged 35 and above. Our objective was to strategically expand the M Driving Experience's appeal to a younger demographic (specifically, the 25-28 age range and Gen Z), repositioning BMW as a forward-thinking brand relevant to the next generation, rather than solely appealing to an older audience.
How might we create innovative experiences and campaign communications targeted at Gen Z that generates excitement and drives participation in the BMW M Driving Experience?
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Secondary Research
We conducted extensive secondary research, exploring diverse sectors such as audio, gaming, experience, and social media, to gain a holistic understanding of consumer trends and preferences. Key learnings, highlighted the need to position BMW as a lifestyle brand, broaden its appeal beyond car enthusiasts, focus on emotional engagement, and elevate its aspirational brand status.
Primary Research
Our secondary research was followed by a rigorous primary research phase, which included extensive interviews and surveys yielding over 237 responses. This primary research uncovered high-density data points and provided critical insights that directly informed our strategic development.
Frameworks
Following our primary and secondary research, we synthesized key findings to define our target audience and develop a user-centric experience framework. This framework outlines the desired user feelings and the ideal experience, catering to both car enthusiasts and non-car enthusiasts through a psychographics-based approach.
Campaign Creation
To enhance BMW's engagement with a younger demographic, we developed a comprehensive and scalable marketing campaign encompassing both short-term and long-term strategies. This multifaceted approach included website redesign, influencer collaborations, guerrilla marketing initiatives, social media marketing, physical and digital campaign activations, furniture design elements, a launch event, audio design, and game design, alongside a motion media plan
Retrospect
This project significantly broadened my understanding of design principles and practices, exposing me to new facets of the field. Leading the team and actively participating in the execution of the project enhanced my proficiency in time management, interpersonal communication, and presentation delivery. I am grateful for the opportunity to have contributed to a campaign with such a wide-reaching impact.
By Gen Z, For Gen Z