[Campagne] KBS gaat digital-first met BMW 7 Series

A 360-degree “Tour of Tomorrow” mobile component launched in October via BMWUSA.com and allows users to explore the 25 innovations of the new 7 Series - 13 of which are unique to BMW - as if they were sitting in either the driver or rear passenger seat. Viewers can explore why the 7 Series is the most innovative vehicle in its class, i.e. its Touch Command and Wireless Charging capabilities, all via their mobile devices. The Tour of Tomorrow received an incredible 4,360 unique views of the page between October 17 and 19 alone.

BMW and KBS also launched an activation with Uber that allowed consumers within the Uber and BMW NA databases the opportunity to test drive or be chauffeured in the all-new 7 Series, free of charge, from 10am to 6pm on October 19, in New York, LA, Miami and Chicago. The results: 176 test drives and 317 complimentary rides were completed.

KBS’s global TV spot for BMW’s 7 Series, “Gravity,” showcases the caliber of the vehicle’s luxury characteristics by juxtaposing a high-end fashion show with the automobile’s reveal to demonstrate how gravity is pulling luxury away from the runway and onto the road. KBS led the adaptation of the spot for global markets including Europe and Asia.

Still to come are homepage takeovers on Wired.com on November 9 and December 23 that will offer site visitors a 360 degree look at the car’s most innovative features including the Executive Lounge, Panoramic Skylounge, Gesture Control, Carbon Fiber Core and Display Key. KBS created bespoke takeovers for each section of the site that match a feature of the product to the theme of each editorial section, and provide a great example of creative and media strategies working together to tell a story.

Social components launching in November will support the 7 Series debut by bringing to life the vehicle’s 25 innovations through original “Innovation Overload” content posted exclusively on BMW’s social channels, including a scrolling feed of cinemagraphs and gifs on Tumblr and videos on YouTube and Vine.

Additionally, a social takeover initiative will see David Pogue, editor of Yahoo Tech, review the 7 Series over the course of one month, during which he’ll create daily dispatches about the features he’s discovered while traveling in the 7 Series. Pogue’s reviews will be in the form of video and photo posts on his social channels (Twitter: @Pogue / Instagram: poguester).

Kirshenbaum Bond Senecal + Partners (KBS) is a global creative business partner committed to doing things that matter. Our specialisms include: advertising, social, content, CRM, creative technology, public relations, media planning and buying. We have offices in New York, Los Angeles, Toronto, Montreal, London and Shanghai. We help a diverse roster of clients around the world including BMO, Church and Dwight, Unilever, American Express, BMW, Harman, Keds, King (maker of Candy Crush), Mondelez, TE Connectivity and Vanguard.

Credits

Bureau: KBS
Klant: BMW Global
Chief Creative Officer: Ed Brojerdi
Executive Creative Director: Paul Renner
Creative Director(s): Nate Virnig, John Hagerty, Lea Platz, Jeremy Boland
Copywriter: Nate Virnig
Art Director: John Hagerty
Planner/Strategist: Jonah Bloom, Sam Chotiner, Robby Felder
Account Director: Kirsten Zayas
Account Supervisor: Maureen Link
Head of Production/Agency Producer: Jenny Read
Executive Director of Content Affairs: Robin Oksenhendler

Productiebedrijf: Believe Media
Executive Producer: Liz Silver
Music Company: Travis + Maude
Creative Director/Partner: David Whitman
Executive Producer/Partner: Kala Sherman
Sound Studio: Studio Kouz, Paris
Color Company: MPC London
Colorist: Jean-Clement Soret
Post Production: Fix Studio, Paris