2014 BMW 2 (product launch Germany)
Project
The BMW 2 Series Coupé succeeded the successful 1 Series Coupé and introduced a new name into a crowded compact segment. The challenge was to launch it in Germany as a car with its own character: not just a smaller BMW, but the purest expression of driving pleasure in its class.
Approach
A campaign created from within the fan base to evoke product love and reconnect fans with the new model. Built around the idea of describing the BMW 2 in two words, it sparked a street-culture boost inside the fan community and reached a sharply defined buyer target group.
Result
27,933 units sold worldwide in the first year (2014)
