#roadtoCPH
The road trip campaign, presented by bloggers Laurin Krausz and Angeline Suppiger on the PKZ.CH Instagram account, was a well-thought-out initiative that skillfully combined the strengths of PKZ and BMW.
Here are some conclusions and summaries of the campaign:
PKZ:
Increasing brand awareness:
The collaboration with the bloggers and the presentation of the road trip route on the Instagram account effectively contributed to increasing brand awareness. The visually appealing content particularly reached the travel-loving target group and firmly established the PKZ brand in their minds.Target group loyalty:
The campaign not only strengthened brand loyalty among existing customers but also attracted a new target group interested in lifestyle and travel. Integrating fashion trends into the travel reports fostered brand identification.Sales promotion:
Integrating fashion recommendations into the road trip narratives enabled subtle sales promotion. Positioning fashion as an integral part of the travel experience could help increase product sales.
BMW:
Product presentation:
Integrating the BMW iX into the road trip provided an engaging product presentation. The electric vehicle was positioned as the ideal companion for environmentally conscious travelers, which could appeal to potential customers.Increase in electromobility:
The campaign raised awareness of electromobility and attracted potential customers for environmentally friendly vehicles. The road trip with the BMW iX became a message for sustainable mobility.Association with lifestyle and adventure:
BMW successfully associated itself with a modern, travel-loving lifestyle. The freedom and self-determination conveyed by road trips created positive associations and appealed to a broader target group.Social media presence:
Publishing content on social media platforms strengthened BMW's online presence and enabled increased interaction with customers and the community.
Overall, the campaign was a successful combination of brand presentation, lifestyle associations, and product placement. The clear focus on the target group, as well as the integration of fashion trends and environmentally friendly mobility, made it an effective marketing tool for both companies.
