INNORED Seoul and BMW Korea let children experience JOY with their first drive
Campaign Background:
Initially, BMW was perceived by Korean consumers as an imported car brand with extraordinary performance.
The level of awareness of the brand’s promise called “JOY” was not high. Thus, INNORED Seoul was set the goal to communicate the clear and definite true nature of BMW to consumers and deliver the message of JOY.
Campaign Idea and Execution
In order to deliver the value of BMW as the clear and definite essence, the experience of seeing and touching is essential to consumers.
A JOY, which is the core of the brand, stems from the emotional domain through the experience. INNORED believed that the children of the present are the heros who will live next 100 years and the biggest are the potential customers who can implant the good brand awareness.
Therefore, they found children who like cars and have dreams regarding cars. They have a common dream of driving cars when they reach adulthood. INNORED decided to help them quickly achieve and experience this dream by giving them the opportunity to experience the JOY of BMW. From the first time in the driver’s seat until they finish driving, they can experience the pleasures and delights of their own JOY.
Expected Results
BMW’s campaign was on air with the title “The First Drive” with the placement of the video content on various kinds of video platforms and communities like YouTube, Facebook, etc., it became a viral content, surpassing 3.2 million views within the first week. Also, the content has been shared more than 4,300 times on SNS platforms and it is continuously being shared even now. By looking at the data and the comments written by viewers, we can conclude that the potential BMW consumers were able to indirectly experience the JOY of BMW through the video.