Context
Following GDPR, BMW experienced a significant decline in newsletter subscribers. The objective was to rebuild their email database in the Nordic markets through engaging interactive campaigns.
Solution
BMW and Cavai developed seasonal quiz campaigns where users participated through interactive formats in exchange for entering the competition with their email.
Execution
In 2023, the collaboration expanded beyond the traditional Christmas calendar campaign to include Easter, Summer, and Christmas campaigns across Nordic markets. Campaign formats included: Interactive display, Social media formats, OOH and Cavai Anywhere landing page.
“I have had the pleasure of working with Josephine several times, and she never disappoints. ”
Anniken Holmsen
Creative Marketing Specialist, BMW
Nordic Christmas campaign
Every day between 1-24 of December, there was a new question related to BMW that people could answer through the interactive Cavai ads. The goal was not only to drive engagement and collect emails but also to evoke a cozy, classic Christmas atmosphere in BMW style. We enhanced the product images with subtle background touches; twinkling stars and a flickering streetlight, drawing attention in a modest way. The concept was framed as a gift to the audience, with the QR code incorporated as a gift tag in the poster design.
I designed outdoor and social materials and built interactive ad units, collaborating closely with BMW and their media agency teams under a tight deadline. I ensured smooth delivery and maintained clear communication with both internal stakeholders and agency contacts across markets.
