BMW 1series "Crop Circles"
Brand BMW China
Agency Interone Beijing
Task Create an online campaign for the 1series
My role Creative Concept
While in Beijing I worked on a campaign to promote both the current and the new BMW 1series in China.
The campaign was divided into three phases.
Phase 1: Attention
We created three virals about a mysterious crop circle in a desert in China’s north west. We then seeded the virals on different social media channels like QQ, kaixin, sina and youku while asking if this symbol could really be human made.
As Chinese people are pretty enthusiastic about all things mystery related, this created huge buzz: the virals were covered on blogs, news websites and throughout the Chinese social media landscape.
Phase 2: Solving
When the buzz was at its peak, we released a video that showed how the mysterious circle was made: by some guys with their BMWs.
This film created a second wave of attention and promoted the current BMW 1series.