Challenge:

How does a traditional automotive brand refresh its image and adapt to a local market, while standing out in the digital media clamor? We’ve redefined the BMW 2 series as a provocateur.

Insight:

Bilibili and the BMW 2 series target the same young audience in China. Bilibili users use “Danmaku” to add expressive comments on videos, reflecting a youthful and bold attitude.

Idea:

We collaborated with Bilibili to reinterpret the BMW 2 series ad using “Danmaku.” By tapping into a familiar media feature that resonated with users, we achieved outstanding communication results.