Change is on the Horizon
A BMW campaign that met a moment of sweeping change head on, launching a contactless way to buy a car and framing it as something to look forward to.
The brief
Meeting the moment head on.
As the world changed almost overnight, so did the way people wanted to buy a car: less showroom, more from home. Rather than treat that as a setback, BMW met it head on and turned it into something to look forward to, a contactless way to buy, set out in eight simple stages.
The idea
On the horizon, not behind us.
The line carried the whole idea. This was not change to apologise for, it was on the horizon: approaching, brighter, nearly here. First light over an open road said it without a word, and the same route ran through every piece.
The film
First light, open road.
The launch film opens at dawn and moves between the road ahead and the detail of the cabin, closing on a single line on the horizon. An optimistic tone, set before any explanation.
In detail
Every frame, considered.
The film was shot to feel like a sunrise, not a workaround, from the first light over the valley to the last detail of the cabin.
The stages
Eight stages, one at a time.
The new way to buy was set out as eight clear stages, from finding your BMW to a contactless handover, each built as its own card.
The handover pack
On the road, in hand.
The same identity carried into the BMW handover pack, the booklet a customer leaves with: protection, rewards and the road ahead.
On social
Out in the feed.
The launch ran across social as a carousel and an eight-stage story, with a standalone post for the new way to buy.
Email and web
Inbox and homepage.
The same horizon carried into email and web headers, so the campaign held from the first touch.
The outcome
A hard moment, given a horizon.
BMW met a difficult moment with optimism: a contactless way to buy that felt like progress, and a campaign built to run across every channel a buyer touches.
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