Colenso BBDO has developed a new brand campaign for BMW NZ, in partnership with Spotify, to socially connect with New Zealand drivers and help them find joy behind the wheel this summer.
With the launch of the new BMW 1 Series – ‘The 1’, BMW has teamed up with Pacific soul queen Ladi6 and breakthrough NZ/LA producer and songwriter BAYNK. Each artist personally curated a playlist of their favourite driving tunes for NZers to enjoy, alongside other BMW driving-themed playlists.
Within their Spotify profile, BMW have unlocked over 85 hours of listening, equating to over 8000kms of driving music for NZers this summer – enough to drive the length of the country 7 times. So whether you’re ‘Cruising up North’, with the ‘Girls on Tour’ or crawling ‘Halfway Down Dominion Road’, BMW have a playlist for every driving occasion.
Brent Courtney, Creative Director at Colenso BBDO: “Driving and music are the perfect combination, they each make the other better. BMW can use Spotify as a platform to bring even more joy to people’s driving experiences – whether they’re listening to it through BMW’s latest connected features, or whatever they’re currently driving.”
With visuals captured by Steven Boniface, and Ladi6 and BAYNK providing tunes, users can access the unique playlists by scanning the Spotify codes on OOH street posters and mall panels, or connect via the digital banners and short-form music videos released on the Spotify platform and social.
Gabrielle Byfield, Head of Marketing at BMW NZ: “Music has a great ability to cross a wide spectrum of different audiences. And, with the launch of our new BMW 1 Series, a stunning new modern hatch with an incredibly attractive price point, we saw in music an opportunity to unlock a new audience that might not otherwise consider buying a premium car.”
Colenso BBDO are working alongside Ikon Media to promote the playlists this summer, targeting those thinking of ‘Heading out West’, driving into ‘Rush Hour’ or those who just enjoy ‘Driving Back in Time’.
Gabrielle Byfield: “Spotify is a pioneering platform and one that integrates and connects so well with BMW. For a brand to be able to talk to different audiences through music is exciting.”
Credits
Client: BMW NZ
Gabrielle Byield, Head of Marketing, BMW
Cara Coutts, Marketing Manager, BMW
Benjamin Thomas, Marketing Coordinator, BMW
Agency: Colenso BBDO
Still and moving images: Steven Boniface
Media Agency: Ikon Media
