My BMW App
A film-led campaign to drive awareness of the My BMW App, built around a film that brings the app to life, then rolled out across email, web and print.
The brief
Make people want the app.
The My BMW App is where ownership lives now: navigation, vehicle health, charging and live status in one place. The job was to drive awareness and downloads, and the lead was a film that shows the app doing the work rather than talking about it.
The film
The film does the selling.
We built the campaign around a film. The app is rendered on device and moves through its real jobs, navigation, vehicle health, charging and remote control, set inside a faceted BMW-blue environment that keeps it unmistakably BMW.
The craft
Down to the weave.
The look was built, not borrowed. The device and every screen were rendered in 3D and lit inside a BMW-blue set. Behind the interface sits a carbon-fibre weave washed with the BMW gradient, the kind of detail you feel before you notice it.
On screen
Every feature, in motion.
The film carries the whole app, one screen at a time, each feature shown working rather than described.
The rollout
Then, everywhere owners look.
From the film, the same campaign carried into the channels owners and prospects see every day, all pointing to the one place: the app.
The outcome
One app, one consistent push.
A film strong enough to lead, and a rollout disciplined enough to follow it: BMW and MINI got a single, consistent push for the My BMW App across film, email, web and print.
Where does your brand sit against the business?
Every engagement starts with the Brand Alignment Diagnostic, a fixed first step that scores your brand against the business and shows what to fix first.