BMW boasts the youngest product portfolio in the premium segment in India. Known for their experiential and engaging product attributes, the BMW experience is now made much more affordable, thanks to the BMW 360-degree program which reduces costs of ownership significantly.
The challenge was to drive awareness about this young portfolio and the ease of ownership amongst the right audience. This is where PowerDrift stepped in.
Home to over 2 million+ captive audience made up of enthusiasts and key opinion leaders, PowerDrift is the biggest auto content creator in the country. The channel served as the perfect platform to make noise about brand BMW and its offerings.
PowerDrift has created a niche in the segment, by creating experience-centric content through its unique content programming.
BMW’s young target audience are also experience-hunters. While they set the standards in their professional lives with their drive and ambition, they make sure it’s never at the cost of personal exploration and fulfilment. They are always on the lookout for an opportunity to switch off, and do something they love.
To drive brand affinity and to showcase BMW’s offerings in India, PowerDrift decided to leverage this very behavioural insight, and create a bespoke film for the brand.
PowerDrift created a bespoke special - Weekend @ PowerDrift- to showcase BMW’s latest products and financial offerings through a unique narrative of PowerDrift hosts driving BMW vehicles to experience a rare weekend off in their own special way.
The film followed the story of 3 PowerDrift hosts taking 3 BMW cars - the X4, the X1 and the 6GT - to have fun on the weekend in their own way. Each storyline was bespoke to the vehicle:
⁃The all-purpose urban-dwelling X1 went around the city to play football with local kids, carrying jerseys, footballs and other sporting good in its big boot.
⁃The macho X4 played the gentle beast, as it carried pet food, supplies and toys for a canine-friendly farm and rehabilitation centre
⁃The 6GT spent time on its home turf - long open highway stretches, even treating the host to a spot of a sophisticated meal by the lakeside along the way.
The narrative emphasised on how affordable each of these weekend experiences actually are, thanks to BMW’s 360-degree ownership program. The idea was to showcase to the audience that one can experience the hot young BMW line-up without spending as much as they’d imagined, breaking the myth that BMWs are expensive to own.
The film ended with the three hosts meeting up at an airstrip to get together with the rest of the PowerDrift team for the weekend. BMW’s exciting India line-up is showcased through adrenaline pumping shots, zipping down the airstrip.
The 10-min long special was hosted on PowerDrift’s YouTube channel and promoted across PowerDrift’s social channels, to drive views and engagement on the content.
The film was greeted with spectacular interest and intrigue, accumulating some staggering numbers on the channel:
Total views: 1M+
Total likes: 6k+
Total comments: 1164
Total shares: 4K+
Apart from amassing a massive viewership, the film also drove brand affinity, showcased the young BMW line-up in India to a highly engaged prospective audience, and generated awareness about the ease of ownership through seamless integration of the BMW 360 program.