The BMW M2 Live Launch

The BMW M2 was one of the most hotly anticipated “driver’s cars” of the year, but the majority of BMW’s passionate fans wouldn’t get to experience it in person. Our task from BMW was to bring this launch to life through social media, and authentically tap into enthusiast culture. Our goal was to show real-deal enthusiasts that BMW understands and cares about them, while simultaneously appealing to a broader audience in an effort to bring them closer to the ethos of the brand.

The Insight:

BMW enthusiasts love their cars, but you would never know it from the way they drive them.

The Main Message:

The M2 was built to be hooned*.

*Hoon: /ho͞on/

verb:

1. The ability to push a car to it’s absolute limit, making it look out of control, while still having the finesse to keep it under control.

2. Moving from point A to point B in the best way possible - sideways.

3. Driving enthusiastically while boring people disapprove.

Role: Brand Strategist / Creative

ECD: Paul Renner

GCD: Marc Hartzman

ACD / Art Director: Jonah Levine

Copywriter: Shane Knight

Head of Production: Jenny Read

Associate Strategy Director: Tim Wilson-Brown

Senior Brand Strategist: Ben Zoll

Associate Content Strategist and Creative: Stephanie Cortinhal

Group Account Director: Luz Tejada