Client: BMW Group
Agency: Jung von Matt
Role: Strategic narrative development, film concept and copy
Agency: Jung von Matt
Role: Strategic narrative development, film concept and copy
Campaign: Unplug and Play – Global campaign for BMW’s hybrid fleet
Challenge
Launch BMW’s plug-in hybrid models globally and communicate the brand’s electrification strategy without losing the core value of driving joy.
Launch BMW’s plug-in hybrid models globally and communicate the brand’s electrification strategy without losing the core value of driving joy.
Idea
“Unplug and Play” reframed hybrid technology as an effortless and playful driving experience. The narrative combined BMW’s innovation in electrification with the brand’s signature sense of joy.
“Unplug and Play” reframed hybrid technology as an effortless and playful driving experience. The narrative combined BMW’s innovation in electrification with the brand’s signature sense of joy.
Execution
360° global campaign supporting the launch of BMW’s plug-in hybrid fleet, broadcast in nearly 100 TVCs worldwide.
360° global campaign supporting the launch of BMW’s plug-in hybrid fleet, broadcast in nearly 100 TVCs worldwide.