The BMW 2 Series Active Tourer is BMW’s leap into a completely new, previously unfamiliar target group.
To address the relevant target groups for the Active Tourer – i.e. young families and silver agers – BMW’s Munich headquarters relies on the strategic and creative expertise of its lead agency, DAMEGO GmbH. We created a 3-level campaign for generating leads, focusing on a competition as the central activity. Under the campaign heading of “Get Active”, the Active Tourer target group’s affinity for the outdoors was consistently communicated using an array of communication tools including landing page, classic mailings and competition “post boxes” positioned at selected partners.

The “Get Active” campaign also included a classic mailshot sent out to a total of 50,000 target-group-specific households. One side of the mailshot showed the competition entry form, printed in photochromic inks. To take part, the entrant had to “get active” and expose the card to direct sunlight, which reacted with the inks to reveal the front of the card and the winning word. The entrant then wrote the winning word on the form, completed the personal details and sent the pre-franked card to BMW Munich. Alternatively, the card could be completed at selected partner locations and directly “posted” in the post box supplied for the purpose.

Competition entries could also be submitted online. We designed a landing page that reflected the campaign slogan. Before entrants could open the page, they had to “get active” by using their cursor to make the sun rise over BMW Welt. The page was advertised and linked to by various bloggers and social networks. The landing page was accessed over 1 m times, and the campaign video was viewed over 18,000 times.

BMW − Open-house day, 27 September 2014

The climax of the campaign was the Active Tourer-Breitentag event, where BMW Munich was transformed into a special experience for young families and outdoor fans of all ages. Two presenters from the well-known regional radio station Radio Arabella, Ariane Eiglsperger and Klaus Schweiger, brought dynamism and charm to the day, which focused on opportunities for close-up, hands-on experience of the BMW 2 Series Active Tourer. As well as a variety of sports and other events, including high jump, BMW kids’ driving licence, a packaging competition, a Kids’ Car City and many other attractions for young and old, the star was naturally the Active Tourer. A product expert answered questions from interested spectators and explained a host of fascinating details about the vehicle, all broadcast on a 16-metre LED wall for maximum visibility. The Breitentag notched up a total of over 200 test drives and countless smiling faces, and was the thoroughly successful high point of the campaign.