Munich. A few weeks after its success at the
“Automotive Brand Contest”, BMW Group Classic has now also won the
“German Design Award” 2020 for its communications campaign “Our
Brands. Our Stories.”. In particular, the distinguished award
celebrates the multimedia approach of the international campaign,
which includes the “classic#heart” blog, billboard and advertising
images, and an online newsletter, alongside video clips produced to a
very high quality. “Our Brands. Our Stories.” focuses on owners and
fans of the brands BMW, BMW Motorrad, MINI and Rolls-Royce, who share
a passion for historic automobiles and motorcycles across the world.
“Our Brands. Our Stories.” was developed in a collaboration between
BMW Group Classic and its longstanding partner, Munich creative agency
shot one brand communication. The key attribute of the campaign is the
combination of authentic storytelling with community-generated
content. This means that senders and the target group for the messages
meld into an interactive, continually growing community. In an
entertaining way, their stories highlight how diverse expression of
enthusiasm for classic cars and motorcycles can be. The portraits of
the protagonists’ individual experiences are infused with the
emotional importance their vehicles have for them – irrespective of
the vehicles’ age, type and condition.
Intensely emotional YouTube film series with more than 10
million views.
Classic fans from all over the world tell the story of their links
with the historic vehicles in the films posted on the YouTube channel
of BMW Group Classic. US automobile journalist Jason Cammisa tells the
tale of how his enthusiasm for a BMW 3 Series with an inline
six-cylinder engine developed from early childhood. The series also
features Dimitris “Dee” Fragkos from Greece, who was almost born in
his grandfather’s classic Mini, and Spanish motorcycle expert Beatriz
Eguiraun, who fulfilled her dream of creating a café racer styled
personally by her with a custom bike based on a BMW R 80 from the 1980s.
The episodes of the series “Our Brands. Our Stories.” posted so far
have already been viewed more than ten million times on YouTube. The
series is being continued over the coming weeks. The second stage is
starting on 21 November with the portrait of a Turkish fan of classic
BMW M models.
The series “Our Passion. Our Adventures.” captures the enthusiasm for
the brands of the BMW Group at important international classic-car
events like the Concorso d’Eleganza Villa d’Este and the Goodwood
Festival of Speed.
The series “Work in Progress” accompanies personalities and records
their unusual vehicle projects on camera. It shows the development
including some surprises over a period of several months.
Other elements are a billboard and advertisement campaign in which
employees of BMW Group Classic and owners of unusual historic vehicles
are portrayed. They also talk about their very personal links with
classic cars and motorcycles. The classic#heart blog dedicates a
unique section to these stories.
The newsletter “Our Brands. Our Stories.” is published once a week
and it reports highlights from vehicle history, activities and offers
from BMW Group Classic, along with exceptional events and news from
the collector and fan scene.
All elements of the campaign are communicated in social media through
the dedicated channels of BMW Group Classic, which makes them
available to another target group.
To celebrate the 60th anniversary of the MINI brand, fans of the
original British small car had the opportunity to become part of an
“Incredible Mini Tour” and share their personal experiences with the
classic Mini on various social media channels.
Two illustrious awards for outstanding communications design.
The campaign “Our Brands. Our Stories.” also succeeded in impressing
the jury of the “German Design Award” 2020 with their high level of
effective communication, the 360° approach and the diversity of the
formats used. The award is conferred every year by the German Design
Council and aims to salute innovative products and projects, along
with their originators and production teams. The German Design Council
was established as a foundation in 1953 on the initiative of the
German Federal Parliament. Its activities support companies in the
areas of communication and brand promotion with a special focus on
design development.
Only a few weeks ago, BMW Group Classic won another award for its
campaign “Our Brands. Our Stories.” in the “Automotive Brand Contest”
2019. The international design contest for automobile brands was
launched in order to highlight outstanding product and communication
design. Awards are bestowed on projects and initiatives that present a
brand holistically and consistently over a number of media and
products. The jury believed that the campaign by BMW Group Classic
achieved this objective with distinction