BMW: RnineT Digital Launch

Motor manufacturer BMW used a storytelling strategy on Facebook and YouTube to launch its R18 cruiser motorcycle at the height of the pandemic in the Philippines.

Campaign details

Brand: BMW Brand owner: RSA Motors Philippines Agencies: BMW Motorrad, Geenger Communications, Inc. Market: Malaysia Sector: Motorcycles, bikes Media channels: Online video, Social media Budget: Up to 500k

Executive summary

Since the Philippines was one of the countries hit hard by the pandemic, a lot of brands found it difficult to execute below-the-line marketing efforts to connect with their target market, face-to-face.