1. The Starting Point

BMW Suomi Oy Ab’s goal was to increase awareness of the new BMW i4 (LCI) model, particularly the high-performance M50 version, and to enhance consideration and purchase intent among the target audience.

Otavamedia aimed to execute a campaign that would stand out with innovative and visually striking advertising solutions. The campaign’s purpose was to elevate the attention value of the advertisements and maximize their impact, while also creating memorable experiences for the target audience that would support BMW’s brand and objectives.

2. The Solution

Otavamedia’s magazine campaign was a key part of BMW’s broader advertising strategy.

The result was a striking magazine insert, specifically an altar insert, which unfolds dramatically from the center spread in both directions. This insert allowed the campaign to incorporate distinctive and attention-grabbing elements. Additionally, the high-quality paper used in the insert communicates the product’s exclusivity.

The media choice for the campaign was based on data analysis, with Tekniikan Maailma selected due to its reader profile, which particularly highlights individuals considering the purchase of a new car. This ensured the advertising reached the right target audience.

The campaign can be found in Tekniikan Maailma issue 17/2024.

See the video below for a closer look at the campaign’s execution.

3. The Results

The campaign results were outstanding and resonated with the target audience as intended. The ad evoked positive emotions and received praise for its striking, high-quality, and engaging appearance. This highlighted the electric vehicle’s top-notch quality and cutting-edge design.

• The attention value reached an impressive 83 %
• Over 70 % of those who saw the ad felt it spoke to them
• 93 % of those who noticed the ad recognized the brand, indicating the campaign successfully reached the right audience
• More than half of the respondents also stated that the ad increased their purchase intent for the car model.

BMW was extremely satisfied with the campaign’s eye-catching design and its excellent results.