The ask was to bring BMW’s offline activations for the IAA Mobility (the world's largest mobility show) to life on Tiktok. And by doing so, increase BMW’s Brand Awareness on TikTok as well as their follower count. At the same time, BMW wanted to reinforce their brand vision around a ‘Circular Economy’ and their general drive for innovation.

We launched a content series with a loop to show off the Circular Economy, featuring a Creator who also directed the film.

Automotive on TikTok is a less native category, usually requiring high production glossy advertising - so what better way to appeal to a new audience than with a popular Creator. The mini series in chapters and the 3 minute video length are new formats for TikTok, creating a narrative for users to follow along with. The perfectly 'looping' film is also a feature of TikTok, as well as highlighting the Circular economy.

To create the first branded content series on TikTok, by scripting a storyline around BMW’s existing offline activations, with TikTok's biggest Creators as both the hero and his first chance to be an advertising director. 7-9th Sept 21 - on the TikTok platform

42m impressions

36k new BMW followers

1.6k shares and 2k comments