STRATEGIC DIRECTION
Unlock The Full Potential Of your Car.
(Campaign Type) Awareness
(Client) BMW
(Agency) Monks
(Location) Berlin
(My Part) Copywriter
BMW CONNECTED
DRIVE UPGRADES
INSIGHT
Modern mobility isn’t just about what a vehicle comes with, it’s about what it can do over time. Today’s drivers expect their car to adapt, update, and evolve just like their digital devices. BMW ConnectedDrive Upgrades meet these expectations with on-demand functionalities that keep the driving experiencen current, personal, and in sync with everyday needs.
IDEA
We will communicate ConnectedDrive Upgrades not just as a feature set but as a gateway to more of what makes a BMW, a BMW. From enhanced performance to heightened comfort, intelligent convenience to emotional connection, these upgrades reveal the hidden potential already built into the car. It's not just about activating functions — it’s about unleashing an enhanced experience, instantly
and effortlessly.
EXECUTION
This campaign works with a modular headline platform that adapts across the full customer journey. Whether emotionally led (more confidence, more control, more connection) or product driven (more comfort, more intelligence, more performance), it allows us to speak to any benefit with clarity and consistency.
At every touchpoint, it signals that with Connected Drive Upgrades there’s always something greater
waiting to be unlocked — enhancing the BMW experience.
