With Singapore being an urban jungle, the everyday life of most locals is highly routinized. In an attempt to get Singaporeans to break out of the norm, a fresh off the global "Be The One Who Dares" campaign was conceived.
The localized campaign, "BMW X2 Hunt", challenged the target audience both online and on-ground, engaging people on all levels.
The campaign created excitement for weeks and successfully dared people into trying something different, aptly embodying the global and local campaign messages.
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