What the brand needed
In 2023, BMW Group South Africa celebrated its 50th anniversary with the ’50 Years an Icon’ campaign. The strategy centred around showcasing BMW’s automotive, economic, and societal impact over five decades while unveiling future plans for the local automotive industry and ongoing investments in South African communities. We targeted a broad range of media, from business and motoring to mainstream outlets, to foster consumer engagement and widespread talkability.
Events were held at key BMW locations, and tier-one media coverage was secured, supplemented by strategic social media engagement. Extensive research informed our approach, ensuring we connected with BMW’s diverse audience in South Africa and aligned with public sentiment.
Insights and execution
The campaign leveraged BMW Group South Africa’s rich history to create a narrative that resonated with loyal fans, new customers, and local communities. The focus was on celebrating BMW’s 50 years in South Africa, highlighting its continued innovation and commitment to community support. The campaign also tapped into the storied history of BMW Group Plant Rosslyn, taking media and audiences on a nostalgic journey while reinforcing BMW’s ongoing commitment to sustainability.
The results
Executed within a PR scope retainer budget of R286K, the campaign achieved a reach of over 34 million people and generated 639 articles from March to November 2023. BMW maintained a consistent presence in key tier-one media, with a 63.4% success rate on targeted media. Social media buzz included almost 80,000 mentions, significantly amplified by coverage and posts from journalists and influencers.
Despite the dominance of digital media, the ’50 Years an Icon’ campaign successfully utilised traditional PR channels like newspapers, radio, and television to create brand awareness and reaffirm BMW’s presence in South Africa. The campaign effectively communicated BMW Group South Africa’s commitment to community and sustainable development through these timeless platforms.
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