THE
PATHFINDER.
Client: BMW | Category: Campaigns
A high-engagement integrated campaign to launch the new BMW 3 series.
BMW is one of the most desirable car brands but definitely not alone in the market for premium cars. Mercedes, Audi, Volvo, Jaguar and Lexus – they are all after the same drivers. How do you build an iconic brand in one of the toughest businesses there is? When we were asked to launch the all-new BMW 3 Series Touring in the Swedish market, the key creative challenge was to create brand preference by engaging people and make our audience spend as much time as possible with the brand.
key emotional driver
The target audience is inclined towards novel stimulation and innovation. They are competitive and like to be the first with everything. Thus, we gave them a way to experience the possibility of reaching that scenario, both from a competitive and technological perspective.
We launched the car under the concept The Pathfinder – the car that paves the path for the rest of the BMW model range (and its competitors). In a nationwide treasure hunt, we hid the very first BMW 3 Series Touring digitally on Google Maps and challenged people to search for it. The one who found the car, won it. As clues, we placed blue pathfinders on the map that created a path to where the car was hidden.
impact
After 10 intense days, the car was found by a happy winner. During this time, we got 48,000 unique visitors to the campaign site and the players spent on average 3,5 hours (!) with the brand searching for the hidden car. Through constant community management, we created a socially engaging platform on social media and other forums.
In the long term, Jung von Matt successfully grew the brand in the Swedish market with an average annual growth rate of 7 percent.
