Just in time for the launch of the German campaign for the first BMW X2, the automotive manufacturer has made a foray into shoe design. Stars such as Iris Berben took the opportunity to try on the stylish white sneakers with the golden heel caps at the Bunte Festival Night. The shoe was produced by VOR shoes, a small manufacturer in Munich. BMW developed the idea for the shoe cooperation as part of an agency pitch with Burda’s BCN and b.famous Content Studios. Three questions for Stefanie Wurst, Head of Marketing at the BMW Group Germany.
Ms. Wurst, BMW and fashion design – it’s a unique combination. What’s the idea behind the campaign?
Our X2 customers surround themselves with items that express their individualism. That is not limited to the car – it also includes lifestyle products, for example, sneakers. The BMW X2 sneaker is more than just an ad for the vehicle. It shows that we understand the lifestyle of our customers and have something interesting to contribute.
What makes these sneakers special and what are the parallels between the shoes and the BMW X2?
‘Show yourself’: Our communication claim combines all elements of the campaign. The car, in galvanic gold, is a car for expressive individuals. The same goes for the sneakers. We reference the iconic car colour in the accents on the sneakers to produce a unique shoe with a strong resemblance to the product.
How did this cooperation between BMW X2 and Munich sneaker manufacturer VOR shoes come about?
The idea for the sneaker came first. Burda helped us with all parts of the process, including our search for the right cooperation partner. The premium sneakers from VOR and the team at VOR impressed us immediately.
Shoes and more: The winning media concept pitched by Burda and b.famous Content Studios (consulting agency Mediaplus) features influencers, and Playboy, a media group with a special understanding of the target audience, is contributing both print and online content. At the dazzling Festival Night, the shoes were already a conversation piece, with stars like Iris Berben lining up to try them on. The limited-edition sneakers from VOR, the premium shoe manufacturer based in Munich, are not available for purchase, however fans can try their luck online or at participating BMW dealerships, where they have the chance to win a pair in time for the launch of the BMW X2.