VML: BMW’s Generation Joy

In a changing luxury landscape in South Africa, BMW sought to connect with a new generation of affluent consumers who define luxury through experiences and self-expression, rather than traditional status symbols.

Responding to this insight, VML developed the #NextGenJoy campaign, repositioning BMW as a champion of individuality and a joyful rebellion against outdated norms, moving away from product-centric messaging and embracing values-driven storytelling.

A visually captivating film showcased diverse individuals embracing their passions and living authentically, further solidifying the brand's alignment with this new definition of luxury.

The campaign extended to social media, fostering a community around the shared values of #NextGenJoy and generating cultural conversation around individuality and the evolving concept of luxury. Click through rates were 66% over target and impressions also exceeded expectations by an impressive 289%.