Launch Campaign
INTRODUCING THE ALL-NEW BMW 5 SERIES.

The brief was to launch the most progressive sports-business sedan of BMW in Malaysia, by showcasing its best-in-class features to regain the lead over to its competitors.





THE IDEA
THE NEW BREED OF SUCCESS.


Coming from the fact that the new businessmens in Malaysia are quite different than their predecesor, with an average age of 30, we used it to twist the original internal communication, giving us our concept idea: ‘the new breed of success.’








TEASER PHASE
THE KEY TO SUCCESS.


Starting off with our teaser phase, we ignited the campaign with teaser visuals displayed in social media and prints all over the country. The objective was to showcase the five main USP of the car in comparaison to its competitors, as well as warming up the bimmers of Malaysia for the upcoming launch.







LAUNCH PHASE
THE NEW BREED OF SUCCESS.


The unveiling of the car was held in Kuala Lumpur’s Elite Pavillon. After the all-new BMW 5 Series was revealed to the people, the audience present on site could write up their definition of success and then be visible on the big screen.










LAUNCH TV COMMERCIAL



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THE ALL-NEW BMW 5 SERIES
LAUNCH IN MALAYSIA

With over 70k visits on the launch website, more than 500 sales booking in only two weeks, the launch of the new BMW 5 Series was an acclaimed success for BMW Malaysia.



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BONUS
HAND GESTURE ELEVATOR

The all-new BMW 5 Series comes with gesture control functionality, allowing the driver to change songs, or receive a call. The idea was to enable this functionality in an elevator. People would be able to change songs, or increase volume. All the stunt would be then recorded and shared on social media.









Last revision: July 2020