BMW | X2 World Debut
Let all the children boogie.
The world debut of the X2 at the North American International Auto Show coincided with a difficult point in BMW’s history: reinvention. It was time for BMW to find a new way to express itself—both through products and positioning—but still retain its historically consistent positive brand sentiment. A rate of 93% would be nice.
Detroit as Canvas
For the world debut of the X2, BMW chose the North American International Auto Show in Detroit. Which made sense. BMW was asking you to reconsider it through an unconventional lens—just like Detroit itself. Which is exactly why we put the X2 in the thick of a vibrant, creative Detroit: to challenge convention on two levels. The X2 looked great, Detroit looked great, and both brand and city have been on the up-swing ever since.
David Bowie Is
To keep the momentum going after the Detroit auto show, BMW signed up as a top-line sponsor of the David Bowie Is exhibit at the Brooklyn Museum. En face, not an obvious partnership. But remember that BMW was reinventing itself, and Bowie was the undisputed champion of reinvention. So once again, we asked the audience to consider things from a different angle with a real-time scavenger hunt built around Bowie’s old haunts in and around Greenwich Village.
Over two days, this experiential activation generated massive amounts of organic social from participants as well as observers who caught a glimpse of Ziggy, our X2. And despite a last-minute technicality that forced us to remove David Bowie Is branding from Ziggy’s flanks, people still made the connection with sentiment running an incredible 93% positive.
