BMW Winners Announcement!

We decided to get the clients involved in the announcement for this brief and Scott Gray from BMW was kind enough to do the honours. Take it away Scott....

"The month of February, although short, was certainly not short on the
 creativity front. We received and reviewed over 180 ideas crossing a
 variety of mediums from in-store activations, mobile portals, and
 loyalty clubs all the way to modifying the actual cars that roll off 
the factory floor. It was interesting to note a common thread running
 through the majority of the ideas submitted around exclusivity,
 special clubs, member cards, discounts at selected retailers and
 invites to exclusive events. It’s pretty clear where the BMW brand is 
positioned in the minds of the creatives!



Some ideas, while being very good, left out a crucial element of the 
brief's requirement - cost effectiveness. In the current economic 
climate, marketing budgets are under severe pressure. Now, more than
 ever, marketing campaigns need to be accountable for the money 
invested into them, and ultimately selling more cars (whilst building
 the brand) is the most common desired outcome.



From an accountability, tracking, and conversion measurement point of
 view, I believe that digital is the way to go. Also, the potential ROI
 (a seriously overused yet often misunderstood term) of digital can 
hugely outweigh any other medium or channel.



The brief that was set was by no means an easy one. Just getting
 potential customers to part with their basic personal details is
 difficult enough, requiring an ID number as well as having them opting into marketing communications just added that extra layer of 
complexity. We had a number of great submissions and a few people need to be shortlisted because of their stand out ideas:

 ‘BMW Lifestyle’ - Jason Harrison


‘BMW for lunch...BMW for life’. – Nicholas Thomson

‘BMW Sphere of Influence’ - Kathryn McKay




We had to choose one winner. What was required was something cutting-edge, something that was more than just a website, membership card or one-off event. The winning idea took the form of a tool that could well become part of both
 potential and current BMW drivers’ lives. We were excited by the
 seemingly endless possibilities that the idea presented and that
 counted hugely in its favour.



So, well done to Gary Willmott (from Urbian) who nailed it. It was an idea that stood 
out from the rest, and that’s what we needed."

A note from Matt: Thats Gary on the far right looking chuffed. I had an awesome chat with Gary and we'll post that tomorrow! He's been up to some cool stuff so we'll show you some of the Urbian work too.