The BMW brand isn’t just about cars, it’s about a lifestyle.
John Brown was asked to help BMW position itself as an industry leader in lifestyle content, providing readers with unique content that resonates with both current and future BMW owners.
As a brand, BMW are clear trendsetters in the vehicle category, creating beautiful designs and providing unbeatable performance and luxury. But they wanted to connect with customers’ lives in broader terms – with engaging content that would drive aspiration and lead to test drives and conversions.
Unique videos, photoshoots and digital mailers, created to match the established elegance of the BMW brand, enhance the online magazine and encourage engagement.
In 2015 the BMW Online Magazine was born, providing readers with unique content about inspiring people, places and experiences. Engaging articles and evocative imagery showcase cutting edge South African designers, outstanding leaps in local architecture and fascinating features on heritage BMWs. There are also exclusive peeks into brand new BMW releases and concept vehicles.
The mailer’s unique open rate of 21.2% drives thousands of users to the online magazine, which is also supported by amplification on social media, as well as banners on the BMW website.
“On behalf of BMW, I would like to thank you for your incredible work on the BMW Online Mag this year, we are always impressed and pleased with the end result.”
BMW Brand Communications