Until 31 March 2017, BMW is offering 4WD technology (BMW xDrive) on all the models in its range. To support the offer, the brand is launching a communication campaign with Serviceplan on posters, press and digital, from 25 January. And for the first time in the history of the brand’s communication, the campaign doesn’t show any vehicles, it only underlines the benefit of safe driving in all weathers. The digital campaign that goes with the initiative is based on DCO (Dynamic Creative Optimization). Depending on the geolocation of the user, a creation tailored to the weather in the user’s location is displayed, sometimes going as far as including the name of the city where it is located and the current temperature there.
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