BMW expanded its range of X vehicles with the new arrival of BMW X2, a compact car that claims to be the “rebel” of the family. BMW took the opportunity to add a gaming and entertainment twist to its marketing strategy in order to target a younger audience.

Biborg was briefed on the pitch for a digital campaign which was launched in March 2018 in France. The objective was to allow the target audience to discover and be interested in this new vehicle. Automotive key features were mixed with entertainment codes in order to reach the dedicated market. Paid social formats, YouTube videos and an online advertising campaign were produced, starting with a teasing phase which was followed by the launch phase.

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