In 2016 BMW Connected faced on of its biggest problems. Although the developers have succeeded in creating the ultimate car and driver app, BMW drivers didn’t seem to know about it and serious awareness needed to be raised.

We were given three goals for this campaign.
 1. Increase awareness and claim the field of connectivity.
2. Boost perception of BMW as a leader in innovation.
3. Create active demand for BMW connected.

ART DIRECTORS & COPYWRITERS: RAPHAEL MANIGAULT & ANDREW FURCA

BMW drivers are always on the go. The best way to bring this campaign to their attention was first to release a series of outdoor boards. These would be placed outside of office buildings, downtown residential areas & highways.

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A series of print ads in The New York Times, USA Today, & Wall Street Journal also personify the AI capabilities of Connected.

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The message was further promoted in digital medias to BMW drivers through our new spokes-android Betty Marie Wilson. She is Connected brought to life as an android who actively learns about her subject. A television spot as well as a web banner highlight the functional benefits of Connected and further bring awareness to its capabilities.