BMW Canada: The Perfect 10 is Now the 8

Luxury car brand BMW created a cross-mobile integrated media campaign to appeal to elite and aspirational buyers for the launch of its 8 Series marque in Canada and the US.

Campaign details

Brand: BMW CanadaLead Agency: Media ExpertsRegion: North America

Objective

BMW is known for innovation, performance, and design. It was time to push luxury to the top of the list to show audiences what it looks like when power meets prestige.

Having not launched an ultra-luxury model since 1990, the challenge facing the all-new BMW 8 Series was to launch a successful comeback into the crowded ultra-premium market (where we're up against pure luxury models like the Porsche 911 and the Mercedes S Class). What's more, during our hiatus from the ultra-luxury space, the...

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