Activating a talent-led BMW XM campaign at Art Basel Miami

ASK

BMW set out to produce a product campaign that would authentically connect with a younger generation. The goal was to create a campaign that felt culturally relevant while maximizing impact and efficiency.

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APPROACH

We leveraged Art Basel Miami Beach as the perfect backdrop, using the event not only as a cost-effective production platform for the #DARETOBEYOU campaign but also as an opportunity to bring the ‘BMW Family’ together. By merging the campaign shoot with an exclusive gathering of international Key Opinion Leaders (KOLs), we ensured the activation felt organic and deeply embedded in the cultural moment.

Our approach centered on multiple touchpoints. We produced the BMW XM #DARETOBEYOU selfie campaign, which was later rolled out globally, ensuring wide visibility. At the same time, we curated a selective KOL dinner-turned-party, fostering deeper connections within BMW’s network of influential voices. To further amplify the impact, we created unique content assets specifically for KOL channels, with additional assets available for BMW’s own social platforms.

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RESULT

The campaign delivered a truly international KOL-led activation, seamlessly blending content creation, influencer engagement, and brand experience. The impact was undeniable, generating 2 billion impressions across social and press, while reaching over 16 million people within the target audience. By embedding BMW within a key cultural event and activating the right voices, we transformed #DARETOBEYOU into a highly visible and culturally resonant campaign.

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