UEG

ASK

PACIFIC UEG was tasked with managing the unveiling of the new Naomi Campbell-inspired BMW XM Mystique Allure at the 77th Annual Cannes International Film Festival. The goal was to create a memorable moment for BMW at the glamorous and luxurious festival, that creates buzz on social media as well as in the press.

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APPROACH

We employed a multi-fold approach to create a unique narrative intertwining luxury, fashion, and film. Before the event, we created iconic teaser content pieces with Naomi Campbell and invited the press BTS to spark curiosity pre-event. For the highlight moment at the festival, Naomi Campbell and Law Roach, the hottest stylist of 2024, revealed the car on the red carpet, highlighting the BMW XM Mystique Allure with unparalleled glamour and style.

We also selected key opinion leaders from various fields, including Alton Mason, Caro Daur, and Amelia Dimoldenberg, as well as specific KOLs from BMW markets, to extend the reach of the event and share the luxury vibes of the festival with the world. By merging Naomi Campbell's iconic presence with these influential KOLs, we aimed to generate standout content and amplify our message across diverse audiences.

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RESULT

Naomi and the XM Mystique Allure stopped the entire festival in its tracks for a moment and all the eyes of the world were focused on the collaboration. The 11 KOL onsite created a lot of social media content and shared the festival vibe through their channels. This created a lot of buzz online and offline. By bringing our KOLs and Naomi together, the numbers went up.

We generated 2 billion impressions across social media and press, reaching over 16 million people in our target audience through KOLs. With an impressive 24% engagement rate, BMW emerged as a top brand in social feeds and beyond.

KOLs valued the personalized content production, which enhanced the on-set atmosphere, fostering authentic and compelling storytelling. The event itself was a resounding success, seamlessly bringing together the brand and key talents. A standout moment? Many were thrilled to capture the experience alongside Naomi Campbell—a true testament to the event’s impact.

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