Originally briefed as a global brand campaign that orchestrates BMW’s DNA of ‘Sheer Driving Pleasure’, we faced the challenge of how to talk to a culturally diverse global audience about something very personal.

On the other hand, the iconic, technically turbo-charged BMW brand offered the potential of evoking strong emotional reactions from everyone affiliated to it.

But the change of paradigm went further. #BMWstories became the centrepiece of the global

BMW communication. Now everything from print to social media revolves around one digital

platform: #BMWstories.

To encourage more people to share their stories we repeatedly created new impulses in terms

of extraordinary, exciting and touching content. The resonance was overwhelming.

With #BMWstories every brand content is accompanied by real experiences of drivers and fans,

which amplifies communication and creates a true dialogue on a vast number of social media

channels: from WordPress to Twitter, from Facebook to YouTube, from Instagram to bmw.com

Since its launch in May 2014 over 250 million social media activities and 40 million video views

are related to #BMWstories. The campaign is promoted in 84 global BMW markets and drew 20

million unique visitors onto the bmw.com website. Over all it generated more than 1 billion ad

impressions.

Within less than a year, #BMWstories brought a lasting change to the global BMW

communication and created one of the farthest-reaching and most successful digital car

campaign of all times.

The brand’s DNA was re-defined as a very real, unique, and personal driving pleasure.