BMW puts Mindshare into the driver's seat

BMW   MINDSHARE   AUTOMOTIVE

Hong Kong - BMW has appointed Mindshare its media agency as it gears up for the launch its new BMW 1 Series in Hong Kong.

Mindshare which was appointed in early September will be responsible for media planning, consultancy and TV planning. The account was previously handled by Carat.

BMW is set to launch a campaign 'It's all about Character' for the new BMW 1 Series which will cover TVC, print, events and online to promote the new car among Hong Kongers.

To give people who cannot attend the event to see the new car, BMW has worked with Green Tomato to create an interactive smartphone app to help its audience find information about the car such as available colours and other information.

"Sometimes when you are in the industry for too long, you tend do everything by default. That's why we need a strong media planning partner for their expertise and professional insights for reaching the most with the least and out-of-the-box ideas," Anna Tang, senior marketing manager at BMW said.

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