BMW X3 rolls out in 'Extraordinary every day' campaign

The 'Extraordinary every day' campaign, which will run for three to four months starting this week, was designed to place the viewers as if they were in the driver’s seat of the vehicle.  Michael Knox, ECD at Ogilvy Group Melbourne, pointed out that the print and outdoor elements of the campaign have the effect of “actually putting you in the car.”

“The static executions are shot from the inside of the car, demonstrating many of the innovative features as a driver would see them. We wanted to be clear that this wasn’t just a great looking and a great driving machine – we wanted to ensure that innovation, comfort and craftsmanship were also communicated,” added Knox.

The print advertisements, meanwhile, encourage the reader to access a website through smartphone streaming which "brings the campaign to life and showcases all the best in segment technology in a way that does this new vehicle justice".

The campaign is looking to target multiple demographics as SUVs have seen rapid growth in Australia.  

Credits:

Executive creative director Michael Knox
Creative directors Ferg Donaldson/ Cam Mitchell
Planner David Jenkinson
Account management Sam Fisher/ Wally Summons
Digital Rebecca Boxall / Kim Weld-Blundell / Prudence Jones           
Production Tracey Needham