NZZone realizes cross-media campaign for BMW Group Switzerland
«Choice is Joy with BMW»: NZZone created a multilingual series of videos and articles for the BMW Group Switzerland, which was featured as sponsored content on the NZZ’s channels and those of other high-quality media brands. The three-part series features real people from different language regions, each testing a BMW X1 model.
The joy of driving is at the heart of the new NZZone campaign for the BMW Group Switzerland. In the three-part series «Choice is Joy with BMW,» three people from different language regions of Switzerland each test-drive a BMW X1 model and share their individual driving experiences with the compact SUV and the chosen powertrain technology in their native languages.
The in-house campaign follows NZZone’s approach of showcasing each brand within relevant thematic contexts for the appropriate target audiences. «Instead of brand ambassadors or actors, we feature real people whose lifestyles align with the models» powertrains and intended uses,« says Norman Bandi, Head of Content Creation at NZZone and host of »Choice is Joy with BMW.« »A fully electric model in the city, a plug-in hybrid in a wine-growing region, or a powerful gasoline-powered car in the mountains—by staying close to everyday life, we create relevant content for a nationwide audience.”
Cross-media distribution in three languages
The NZZone team produced the cross-media campaign in German, French, and Italian and rolled it out across multiple channels in early fall over a period of several weeks—as sponsored content on the online portals and in the print editions of the NZZ, Le Temps, and the Corriere del Ticino, as well as through native ads, newsletter integrations, and paid posts on the media companies’ social media channels. The three short films and nine shorts were produced in collaboration with Smovie. In total, more than 15 million ad impressions were generated.
«NZZone stands for effective brand communication in the premium segment. The campaign for the BMW Group Switzerland exemplifies how we create targeted, cross-media content and showcase brands in high-quality journalistic environments such as the NZZ and other premium media outlets,» said Adrian Näf, Business Director at NZZone.
Responsible at BMW Switzerland: David Christen (Client), Melanie Meier (Project Manager and Car Coordinator), Lara Dintner (Project Assistant); In charge at NZZone: Norman Bandi (writer and host), Marius Bucche (project management and shooting schedule), Anne-Sandrine Backes (concept), Hannes Rothfuss (coordination), Viktoria Stauffenegger (editing consultant), Tina Baumberger (short film distribution); Contact person at Smovie: Stefan Klameth (Project Manager and Director), Chris Delgado (Camera, Drone, and Post-Production), Sascha Felix (Camera and Sound), Damien Inderbitzin (Camera and Drone); Other partners: Camille Monteiro (Le Temps), Liselotte Koen (Corriere del Ticino), Michele Limina (photographer).
For more information about the campaign, visit the NZZone website.
