BMW Plug-in Hybrid range
‘Charged Up’

Challenge

BMW wanted to raise awareness with buyers of both the breadth and efficiency of its extensive range of plug-in hybrid models – positioning itself as a technology leader in the sector, with a car for every driver and need.

Challenge

BMW wanted to raise awareness with buyers of both the breadth and efficiency of its extensive range of plug-in hybrid models – positioning itself as a technology leader in the sector, with a car for every driver and need.

Idea

We knew that trying to explain the breadth and complexities of BMW’s plug-in hybrid line-up in one go wouldn’t make for great content. We needed a hero.

Luckily, we had one in the BMW 330e which had just received a 4.5-star Autocar review, with What Car? naming it the best Executive Car and best Plug-in Hybrid in the 2020 What Car? Awards.

We built on this expert editorial endorsement by putting BMW’s star model – a lynchpin of its PHEV line-up – into the hands of premium saloon intenders from our audience for the ultimate peer-to-peer validation.

After experiencing the BMW 330e’s electric refinement and charged up performance at Goodwood, their verdict was clear: it had all the benefits of a plug-in hybrid, without losing BMW’s premium performance wow factor.

Once we’d introduced BMW’s no-compromise PHEV technology, our hero video was backed up by native stories and social content that went more in-depth with a model-by-model guide to BMW’s plug-in hybrid range.

Idea

We knew that trying to explain the breadth and complexities of BMW’s plug-in hybrid line-up in one go wouldn’t make for great content. We needed a hero. Luckily, we had one in the BMW 330e which had just received a 4.5-star Autocar review, with What Car? naming it the best Executive Car and best Plug-in Hybrid in the 2020 What Car? Awards.

We built on this expert editorial endorsement by putting BMW’s star model – a lynchpin of its PHEV line-up – into the hands of premium saloon intenders from our audience for the ultimate peer-to-peer validation.

After experiencing the BMW 330e’s electric refinement and charged up performance at Goodwood, their verdict was clear: it had all the benefits of a plug-in hybrid, without losing BMW’s premium performance wow factor.

Once we’d introduced BMW’s no-compromise PHEV technology, our hero video was backed up by native stories and social content that went more in-depth with a model-by-model guide to BMW’s plug-in hybrid range.

BMW 330e plug-in hybrid – see what our readers think

The BMW 330e is one of a new breed of BMW plug-in hybrids changing the game for hybrid cars – delivering more electric range, improved economy and lower CO2 emissions than their predecessors, without ever compromising the premium sporty driving feel you expect from a BMW.

BMW 330e plug-in hybrid – see what our readers think

The BMW 330e is one of a new breed of BMW plug-in hybrids changing the game for hybrid cars – delivering more electric range, improved economy and lower CO2 emissions than their predecessors, without ever compromising the premium sporty driving feel you expect from a BMW.

Results

Despite launching our campaign at the start of the coronavirus outbreak, the BMW PHEV campaign has already achieved over 59,000 views to date across our What Car? and Autocar YouTube channels – delivering over 2,020 hours of exposure for BMW to our audience of in-market car buyers.

Results

Despite launching our campaign at the start of the coronavirus outbreak, the BMW PHEV campaign has already achieved over 59,000 views to date across our What Car? and Autocar YouTube channels – delivering over 2,020 hours of exposure for BMW to our audience of in-market car buyers.

Output

1x reader event
1x long-form video
1x short-form cutdowns
2x print advertorials
2x promoted native stories
6x rich-media ads
6x social posts
5x Instagram Stories
6x newsletter posts

Output

1x reader event
1x long-form video
1x short-form cutdowns
2x print advertorials
2x promoted native stories
6x rich-media ads
6x social posts
5x Instagram Stories
6x newsletter posts