Task.
To ring in 2008, the aim was to increase general awareness of the BMW M brand and to draw attention to it via a series of unconventional activities.
Strategy.
A web commercial is developed which takes a humorous look at how M automobiles and their drivers view themselves: definitely more substance than hype. This appeals not only to BMW M fans, but also to an extended BMW target group.
Realisation.
The M3 is barked at by a "lively" doberman, who more than meets his match in the M3 − which barks right back at him. Initially available in the BMW M Community (which is accessible to M drivers only), the film was later used on all pages. Over 250 000 contacts were achieved in the first six weeks.
