A few weeks after its success in the "Automotive Brand Contest", BMW Group Classic has now also won the "German Design Award 2020" for its communication campaign "Our Brands. Our Stories." communication campaign has now also won the "German Design Award" 2020. The prestigious award recognizes in particular the cross-media approach of the international campaign, which includes high-quality video clips, the "classic#heart" blog, poster and advertising motifs and an online newsletter. The focus of "Our Brands. Our Stories." focuses on owners and fans of the BMW, BMW Motorrad, MINI and Rolls-Royce brands who share a passion for historic automobiles and motorcycles worldwide.
Authentic stories
"Our Brands. Our Stories." was developed in collaboration between BMW Group Classic and its long-standing partner, the Munich-based creative agency shot one brand communication.
The central feature of the campaign is the combination of authentic storytelling with community-generated content. The sender and target group of the messages thus become an interactive, constantly growing community. Their stories make it clear in an entertaining way just how diverse enthusiasm for classic cars and motorcycles can be. The portraits are characterized by the individual experiences of the protagonists and the emotional significance that their vehicles - regardless of their age, type and condition - have for them.
Emotionally powerful YouTube film series with more than 10 million views
In the films published on the BMW Group Classic YouTube channel, classic car fans from all over the world talk about what connects them to their historic vehicles. US automotive journalist Jason Cammisa talks about his early childhood enthusiasm for a BMW 3 Series with an inline six-cylinder engine. Also featured are the Greek Dimitris "Dee" Fragkos, who was almost born in his grandfather's classic Mini, and the Spanish motorcycle expert Beatriz Eguiraun, who fulfilled her dream of a personalized café racer with a custom bike based on a BMW R 80 from the 1980s.
The episodes of the series "Our Brands. Our Stories." have already been viewed more than ten million times on YouTube. The series will continue in the coming weeks. The second season starts on November 21 with the portrait of a Turkish fan of classic BMW M models.
The series "Our Passion. Our Adventures." captures the enthusiasm for the BMW Group brands at major international classic car events such as the Concorso d'Eleganza Villa d'Este and the Goodwood Festival of Speed.
The series "Work in Progress" accompanies personalities and their unusual vehicle projects with the camera and shows the sometimes unexpected development over a period of several months.
Other elements include a poster and advertising campaign in which BMW Group Classic employees and owners of exceptional historic vehicles are portrayed. They also talk about their very personal connection to classic cars and motorcycles. The classic#heart blog dedicates a separate section to these stories.
The weekly "Our Brands. Our Stories." newsletter reports on highlights from vehicle history, activities and offers from BMW Group Classic as well as extraordinary events and news from the collector and fan scene.
All elements of the campaign are communicated via BMW Group Classic's own social media channels and thus made accessible to a wider target group.
To mark the 60th anniversary of the MINI brand, fans of the British small car original were able to become part of an "Incredible Mini Tour" and share their personal experiences with the classic Mini via various social media channels.
The films can be viewed on the BMW YouTube channel.
