How could we launch the all-new BMW 1 Series in China by targeting a hyper-diverse post-90 generation?
Youngsters in China don’t want to be categorised anymore. They may be part of the same generation, but are very proud to be different from each other.
That’s why we launched “My Style, My Speed”.
One powerful message that gives anyone the freedom to find his/her individual driving pleasure with this car. We kicked off the campaign with “Project 1”, a digital content microsite, and hand-picked a few KOLs to feature in viral videos based on the interests of our audience: technology, fashion, gaming, NitroHeads, etc. We then made the BMW 1 Series available for pre-order on Tmall, the youngsters’ favourite e-shop. This exclusive stunt was a real premiere; the first time anyone could buy a new BMW on this platform.
To bring the concept of the “My Style, My Speed” to an even wider audience, we launched a high-octane TV commercial and vibrant print ads to highlight the car’s sportiness and the target audience’s desire for individuality.
We also collaborated with VICE China to feature Alexander Wang and highlight the BMW 1 Series’ aesthetics. This generated even more curiosity amongst China’s leading fashionistas and kept the car top-of-mind for months after launch.
The “My Style, My Speed” campaign ensured that BMW remained the first choice for youngsters wanting a performant car that allows them to express themselves.
New Product Launch Campaign