BMW
My first electric
BMW was launching its new iX1 electric range, but there was a problem: its own target audience. The so-called "petrolheads," brand fanatics, were convinced electric cars weren’t fun. So we decided to tackle it through an eternal insight: whether they knew it or not, they’d been having fun with electrics since they were kids. The campaign was backed by an endorser they couldn’t help but follow.
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