null - BMW drives interest from the elusive shopper

Launching a car as select as the all new BMW 7 series requires a unique approach. With only 400 cars in market, this flagship model is as elite and exclusive as their hyper niche audience. The challenge BMW faced was to market the new car to a sliver margin of elusive shoppers while driving brand interest and excitement across the board. Our approach was to reach them on their level. We sourced the Globe and Mail to produce influencer content that our 7 series target could connect with. Essentially, we transmitted the message coming from their peers, connecting through their lifestyle, and displayed on their preferred platforms.