BMW is known for fast, sporty cars and the perception of the drivers is that they don’t care about much else than stepping on the throttle.

Less known is that BMW also is a car brand that focuses on electrified cars and circularity.

The brief was to make people view of BMW as a brand with focus on sustainability and circularity, while maintaining the core value Joy of Driving.

To highlight BMWs focus on circularity, we took one of the strongest symbols for the joy of driving (throttle pedals), and transformed it into something that symbolizes the joy of sustainability: Upcycled engagement rings.

A renowned jewelry designer was commissioned to create a limited number of rings, using the melted metal from the pedals.

Then a social media campaign directed to BMW fans was launched, where people could apply for the rings, by describing how sustainable their love was.

A jury selected three winners, who got to surprise their loved ones with a proposal – BMW supplied the rings and documented the event – this was then shown in social media channels.

The result: the perception of BMW as a brand that stands for sustainability increased by 90% amongst the people who had seen the campaign. And 100% of the couples in the campaign still love each other.

We went specifically for BMW fans, in a targeted SoMe campaign. People who know and love the brand and its cars.

The call to action was to apply for the rings by writing a motivation about why they should be chosen.

We made a recruitment film that was posted on BMWs SoMe channels in the Nordic countries, pushed by ads that targeted BMW fans. These ads were displayed for two weeks.

After selecting the winning couples, we held the event where the proposals were made (all three recipients said yes!) and documented it. This resulted in a film that was displayed in SoMe and BMWs own channels.

First: 90% of the people who were reached by the campaign do NOT own a BMW currently. Fans, but not yet owners. We had 1 567 516 impressions in Sweden alone.

When asked if they considered BMW as a long-term sustainable brand, 58% of the people who were reached by the campaign agreed, compared to 31% among people who didn't see it. An increase by 90%!

Over 1000 people applied for the rings.

And among the three couples who participated, love is still 100% present.