Rogue Brand Agency was invited to pitch on the BMW dealer marketing campaign. The brief was to develop a three month communication plan to communicate the BMW Select offer in Menlyn Auto’s area of responsibility. The BMW brand centres around the ‘joy of driving’. Joy combined with the unique benefits of BMW Select (access to the premium world of BMW) led us to our strategic focus Joy(now).

One of the main elements I was responsible for was a tool that empowers dealers to deliver ‘Joy (Now)’. A portal that delivers a bank of ideas, supported by pre-approved quality collateral for relevant touch-points.


The Power of Now.

The creative concept ‘The Power of Now’ answers to the immediacy and accessibility to BMW luxury. The creative campaign collateral included broadcast, digital, out-of-home, events, and dealership environments with the main driver to get quality leads behind the wheel of the new BMW 3 Series.




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 Rogue Brand Agency
Brand Strategy: George Chen
Creative Direction: Julia Rutherford & Natalie Theron
Lead Creative: Chris Engelbrecht