BMW: RnineT Digital Launch

Joey Corpuz, John Exequiel Manalo, Thea Geronimo

Motor manufacturer BMW used a storytelling strategy on Facebook and YouTube to launch its R18 cruiser motorcycle at the height of the pandemic in the Philippines.

Campaign details

Brand: BMWBrand owner: RSA Motors PhilippinesAgencies: BMW Motorrad, Geenger Communications, Inc.Market: MalaysiaSector: Motorcycles, bikesMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

Since the Philippines was one of the countries hit hard by the pandemic, a lot of brands found it difficult to execute below-the-line marketing efforts to connect with their target market, face-to-face.

BMW Philippines was one of the first brands to maximise the supremacy of digital media to sustain presence and awareness in the Philippine market, and successfully launched a...

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