A joyful Ramadan campaign, created by Serviceplan Group Middle East in collaboration with Neverest. This Ramadan, sheer driving pleasure is all about driving home.
Dubai, 16 May 2018 – Ramadan is the most important time of the year for every Muslim. It’s the time of being humble and kind. It’s also the busiest time for everyone who works in the advertising industry, as every brand beckons its customers with special deals in the so-called ‘Month of Generosity’. The challenge: to cut through the clutter of Ramadan offers, stay true to the brand’s core and at the same time endear itself to the local consumer and find the right tonality.
For our client BMW, a brand which is all about the sheer pleasure of driving, we had to find that special value and the right angle for communicating the cars’ assets: high-tech innovation and luxurious yet sporty performance – in a time when life seems to slow down and people are supposed to practise modesty…
A BMW will always be a BMW – at home on the road, delivering sheer driving pleasure like no other car. But it’s not just a car for people who love to drive – it’s much more than that… A BMW always reflects the driver’s identity and personality, too. So, when it’s the time of the year – the most important time of the year for every Muslim – to focus more on togetherness and family, your BMW will be with you, a vital part of your family. Therefore, this Ramadan is not just about driving, but about driving home to enjoy family time and moments of togetherness.
We’ve created four hero movie vignettes, each featuring human elements representing the respective target group, starting with dynamic driving shots to highlight performance and features. But whilst they seem to enjoy the drive – which is supported by intelligent features – at the end of every protagonist and their BMW are where they belong when it’s time to gather with the family: at home for Iftar. Each movie vignette is complemented with a still product photo shot for additional online, offline and out of home communication.
The vignettes were shot in Dubai and its surroundings. A production team of Neverest joined the leading creative team from Serviceplan Group Middle East to create an emotional campaign that stays true to the brand’s core yet appeals to the regional consumer.
In addition to the main campaign we created a special website, which celebrates the Month of Generosity and BMW driving pleasure every day of Ramadan. It was designed to entertain users during the day and surprise them with little and exclusive BMW gifts and prizes. The campaign is accompanied by communicative measures on social networks such as Facebook and Instagram.