BMW Retail Careers – What did you want to be when you grew up?

THE HEADSCRATCHER

The automotive industry is going through a once-in-a-century transformation, with the move to electrification. For BMW MINI part of this challenge requires a new generation of employees – technicians, sales advisors and service advisors. How and where can we find this new generation and spark their interest in BMW MINI as a career choice?

THE BIG POSITIVE IMPACT

Our insight was to identify that childhood dreams can become actual careers. We brought this to life in an entertaining series of social films together with digital ads and OOH executions and a highly –targeted Adsmart TV campaign . All looking to inspire a new generation to transform their future and join BMW MINI.