Winning The Drum Awards for Content in the Editorial Partnership category was Media.Monks and client BMW UK. Here is the award-winning case study.
Tapping into British film-making, BMW set a record for brand sentiment - here's how Objectives BMW has long been a leader in the UK automotive market, with credentials built on ‘performance’ and ‘sportiness’. However, with old and new players competing to deliver unparalleled luxury and world-leading innovation and technology, the category has been changing rapidly. Luxury audiences have also been changing: luxury is no longer solely defined by opulence and material possessions; it has evolved to encompass experiences, innovation and a forward-thinking mindset.
Enter the BMW i7. Launched in 2022, the all-electric BMW i7 is the pinnacle of the brand, providing a complete reimagining of what luxury mobility means, with a rear seat drop-down 31” ultrawide passenger theatre screen. This is a car to be driven in.
We needed to convince our audience of progressively minded individuals - those drawn to brands at the forefront of luxury - that BMW is a leader in these spaces, by making the i7 famous and launching it firmly into the UK’s cultural conversation. To meaningfully connect with the demographic, we wanted to go beyond the traditional advertising campaign and paid media. Rather than simply showing the incredible features of the i7, we needed to create something that would earn our audience’s attention - a story they co.
