After a 2-year hiatus, BMW Egypt was ready to launch again in the Egyptian market through its new representative and group importer, Global Auto Group. As BMW’s longstanding digital partner in Egypt since 2009, we were excited to start planning BMW Egypt’s relaunch strategy for the official announcement in November 2022.

There was no official brief sent to us by the brand, as we developed the comprehensive launch strategy from scratch. The key objective of the BMW Egypt Global Auto Relaunch campaign was to introduce Global Auto to the Egyptian market as the new group importer in Egypt, followed by two other objectives, which were eliminating any negative impact caused by the hiatus, and dominating the digital scene with creative executions all year round.

Building on our vast knowledge of in-depth insights, brand familiarity and market trends, we started creating Global Auto's launch strategy. Using our database of BMW loyal fans and existing customers, in addition to potential buyers, car enthusiasts, and organizations/persons of interest, we defined our target audience and refined it.

Our approach was to communicate that, over the years, BMW has formed this unwavering quality standard with its loyal fans and customers; a standard of consistent performance, innate sophistication and feature innovation in every phase. And since every phase has its own aspirations, challenges and vision, we developed a vision that helped the brand grow again and become closer to its fans to represent them and their purchasing decisions. We successfully achieved this in our launch video, using the talented Egyptian actor Asser Yassin to narrate the video with his iconic voice.

In a timeline spanning one month, we executed Global Auto's launch strategy.

We established the strategy's digital touchpoints to encompass various mediums, including the official BMW Egypt website, digital screens, digital publishers/news channels, digital banners, online ads, OOH advertising, radio ads, and supporting social content on Facebook, Instagram (Reels) and YouTube (Creative video copy + bumper ads)., all in compliance with global BMW standards with a local flair, under the campaign line: NEW ERA. NEW VISION.

Implementing Global Auto's vision was done across 3 communication layers; Product, Service, and Customer Experience. These 3 layers were communicated across 3 launch phases: Reveal, where we spread the word, created buzz, and pushed our creative message. Dominate, where we created maximum exposure and thoroughly introduced Global Auto. Conquer, where we reached new target groups while activating luxury, sportiness and innovation.

Across the board, our BMW Egypt/Global Auto launch video achieved the following:

48,606,002M+ Impressions

8,819,885M+ Reach

8,925,838M+ Views

1,221,348M+ Engagement