BMW: The Ecoist

Credits & Description:

The Ecoist Casefilm
Company: serviceplan
Award: AME Bronze Medallion
Brand: BMW i3
Title: The Ecoist
Country: GERMANY
Competition: use of discipline
Category: new product / service launch
Talent Credits
Alexander Schill - Chief Creative Officer
Christian Sommer - Creative Director
Ulrike Schumann - Copywriter
Julia Bochanneck - Art Director
Nina Martens - Art Director
Christian Baertschi - Account Supervisor
Klara Zuercher - Account Supervisor
Marie Leggeri - Account Supervisor
Roxana Hudson - Account Supervisor
Tim Hilpertshauser - Graphic Design
Furkan Fidan - Graphic Design
Roderick Aichinger - Photographer
Tobias Kreutzer - Programmer
Laurence Saas - Media
Corinne Grollmuss - Media
Claudio Rotter - Public Relations
Patricia Schmidt - Public Relations
Campaign Summary

At the end of 2013, BMW launched the sub-brand BMW “i” with the electric vehicle BMW “i3”. With its sustainable overall concept, the vehicle is aimed at a completely new target group for BMW – one that is not necessarily receptive to the brand. For this target group, we had to develop an effective launch campaign which would succeed in establishing the BMW i brand as an innovative pioneer in electro mobility and which would create interest in and demand for the new vehicle, measurable in BMW i3 test drives. First, we found a suitable name for our new target group: “Ecoists” – people who enjoy doing good things for themselves while thinking and acting sustainably. The BMW i3 fits this mindset perfectly, as it provides a combination of driving pleasure with a clear conscience. To nurture this attitude within the target group, we decided against classical car advertising, which the group is immune to, but instead promoted an “Ecoistic” attitude to life with the help of an online magazine initiated exclusively for the target audience: The Ecoist.