BMW Promo, Case study YOUR DREAM OFFICE by Publicis Munich

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Industry Cars
Media Promo & PR, Case study
Market Germany
Agency Publicis Munich
Executive Creative Director Stephan Ganser
Art Director Andreas Fisser, Mustafa Celikkaya
Copywriter Roland Ernst, Victor Haffling
Account Supervisor Andrea Kohlndorfer
Released March 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: BMW GROUP
Product/Service: BMW
Executive Creative Director: Stephan Ganser (Publicis)
Account Supervisor: Andrea Kohlndorfer (Publicis)
Art Director: Mustafa Celikkaya (Publicis)
Art Director: Andreas Fisser (Publicis)
Copywriter: Roland Ernst (Publicis)
Copywriter: Victor Haffling (Publicis)
Media placement: Social Media - Facebook - 29 March 2012

Summary of the Campaign
BMW Career Germany is continuously looking for people that can join their company. With social media it’s easy to have a dialogue with potential future employees, but BMW wanted to take it even further. They wanted to step up the public relationship by, in an easy way, illustrating the many possibilities of working at BMW and the change people can contribute to.

An opportunity arose when every company on Facebook had to move to the new Timeline at the 30th of March 2012. When everyone tried to in a creative way design their new profile, we chose to let the fans of BMW Career to do it for them. The cover photo, the first thing you see at the timeline, was updated to an empty office. Then we asked how their BMW dream office would look like. By 'likes' on pre-selected objects, as well as submitting anything else, the fans collectively created the cover photo.

The campaign, which took 1 week, was featured in several human resources magazines and during this week, the page received 3,000 new fans. In total there were over 1,200 direct 'likes'. This also led to an even more active conversation between the company and potential employees.

The Situation
BMW is always looking for new people to join the different parts of the company, but the competition for the best talents are though, and BMW Career wanted to establish the company as anyone’s next step in their career.

There was already a good dialogue on their facebook page between the company and potential future employees, but BMW wanted to increase this even more, and to get people to experience the many possibilities that working at BMW can offer, and in that way profile themselves as a better alternative then any other comany.

The Goal
The goal was to increase the Facebook activity and ignite a more active dialogue between the company and potential future employees.

The Strategy
The strategy was to get people to involve themselves and that their action would make a visible impact, and in this get a taste for what working in BMW could be like.

At the 30th of March, every company on Facebook had to move to the new Timeline. One of the main differences is the big cover photo, the first thing we see. On the 29th of March, we added a picture of an empty office there and asked, “How would your BMW dream office look like?” For a week fans could like pre-selected objects or add their own products the thought would fit into the office. The campaign ran as planned.

Documented Results
Several human resource magazines wrote about the campaign. Over the week, thousands of people involved themselves.

There was over 1,200 'likes' on objects added to the office, 2,059 people were talking about it, and the Facebook page attracted over 3,000 new fans.

It also led to a more active dialogue between BMW and potential future employees about the opportunity to work there.