BMW
Making BMW's electric vehicles the new status symbol amongst TikTok changemakers
The Objective
BMW's electric driving experience is just as thrilling as their traditional internal combustion engines. However, there are still barriers in the consumer's mind about switching to electric vehicles. BMW wanted to shift perceptions whilst driving awareness and consideration for their electric vehicle range, so they came to TikTok to run a thrill-seeking campaign.
The Solution
BMW partnered with Uncovered, one of TikTok's Creative Marketing Partners, to create two distinct content streams that brought the BMW 'Electric Thrill' to life. The hero campaign saw TikTok creator Paul Olima and Hannah, BMW's biggest fan, challenged to take the BMW iX to a series of locations to win prizes, all whilst evading capture from a fleet of anonymous chasers in BMW i4s. The chase played out in a series of emotionally charged, sequentially deployed TikToks that showcased everything thrilling about BMW EVs.
The hero narrative was supported by a series of films deployed in distinct creator verticals from parkour to drone pilotry, allowing the brand to tap into niche interests and further extend the reach of the campaign, as well as gather learnings to guide future activations on the platform.
This content was boosted with a Top Feed ad, which places the brand's video in the first In-Feed Ad slot when users open the TikTok app, and Focused View ads, our solution that enables advertisers to drive brand impact by ensuring their ads are shown to users who are truly paying attention.
The Results
BMW's thrilling campaign drove high-speed results, with their Top Feed and Focused Views ads achieving a 137% video completion rate and a 49% average watch time per video view, when compared to standard TikTok non-Spark Ads.
Working with TikTok and Uncovered on this campaign has been an incredibly refreshing experience. They worked seamlessly and proactively with our creative and media agencies in order to execute an excellent campaign in response to our brief. Their insight and creative approach allowed us to test a variety of creative executions using a number of ad products within the platform, which has provided invaluable learnings for future campaigns. We were delighted with the results. Thank you to all involved.
