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.