BMW ConnectedDrive is BMW's digital system that connects vehicles to the outside world via a built-in SIM card. It bundles services, apps, and driver assistance systems for enhanced comfort, safety, and entertainment. Key features include real-time traffic data, remote control via the My BMW App, the Digital Key, and the Connected Package Professional.
The current BMW ConnectedDrive campaign was photographed by Felix Aliberti.
The campaign promotes the option of flexibly equipping the vehicle with new entertainment features even after purchase. It is aimed at customers who want to use their car as a digital living space – whether for music while driving or for gaming and video during breaks.
BMW ConnectedDrive Services form the basis and are often included as standard equipment, while extended services can be booked via the ConnectedDrive Store. While iDrive describes the physical operating concept (screens, controller, voice control), ConnectedDrive represents the underlying digital content and connectivity.
The campaign for the BMW ConnectedDrive upgrades (“Unlock More Entertainment”) is being managed by the agency group The Marcom Engine. This is not a traditional single agency, but rather an agency model tailored specifically for the BMW Group. The network includes agencies such as Monks (digital production and content), Serviceplan (creative strategy), and the Dentsu Group (media planning through its subsidiary iProspect). For Monks, Creative Director Mario Zaradic and Creative Director/Artist Moe Qubia were responsible for the campaign.
The campaign is characterized by the fact that it is not a typical one-off project, but rather part of an ongoing content factory for the European BMW markets, which is highly data-driven and personalized.
Felix Aliberti is represented by the Hamburg-based agency SEVERIN WENDELER.
