BMW set a record for brand sentiment by tapping into British film-making – heres how [Video]

Winning The Drum Awards for Content in the Editorial Partnership category was Media.Monks and client BMW UK. Here is the award-winning case study.

BMW has long been a leader in the UK automotive market, with credentials built on ‘performance’ and ‘sportiness’. However, with old and new players competing to deliver unparalleled luxury and world-leading innovation and technology, the category has been changing rapidly. Luxury audiences have also been changing: luxury is no longer solely defined by opulence and material possessions; it has evolved to encompass experiences, innovation and a forward-thinking mindset.