To mark the launch of the new BMW 3 Series equipped with a BMW intelligent personal assistant, the BMW automotive brand is preparing to communicate via an innovative medium: voice assistants or "smart speakers". This new kind of campaign will start on March 12.

What could be better than a Personal Voice Assistant to promote the BMW Intelligent Personal Assistant in the new BMW 3 Series? With this simple idea in mind, BMW and its agencies Serviceplan and Vizeum have come up with an experimental launch campaign via the Stay Tuned start-up, using a medium that is not yet widely used by brands, but which is poised to revolutionize the media industry: voice assistants.


In practice, every time a user asks his or her Google Home or Alexa-type voice assistant to request the news, a short, engaging ± 15-second advert will be broadcast ahead of said newsflash, beginning with "You who have just asked for your news, do you know that with the BMW Intelligent Personal Assistant you could ask your BMW 3 Series in the same way?...".


Combining a contextual creative approach with an innovative media choice, this campaign aims to reach in an affinity way a target already familiar with voice recognition systems, of which we know that 42% use their voice assistant to request news.


The campaign is made up of 5 spots that will run for a month from March 12, 2019 ahead of news from 7 publishers (20 Minutes, Auto Plus, Binge, Capital, Le Parisien, Les Echos, Huffpost). The campaign will generate nearly 300,000 triggers.