General information

Brand: BMW

Sector: Automotive

Sales house: Ads & Data

Market: Belgium

Media and platforms: TV/Digital

Context

The iX3 launch in Belgium used prime time to make a first impression quickly. The plan did not rely on many repeated 30-second ads. Instead, it opened with a two-minute film that ran without interruption.

In this campaign, this timeframe was used as a clear countdown linked to the car’s driving range. The number on screen built up to 805 kilometres, which is the distance the BMW iX3 can travel on a full battery charge.

On the programming side, this BMW film aired at the lead-in to “De Slimste Mens Ter Wereld” (The Smartest Person in the World). This is a prime-time quiz show with a loyal audience. Viewers often arrive early and wait for the programme to begin. That waiting time creates a natural window for a long story. The campaign used that window for the launch message, then stayed close to the same programme environment in the weeks that followed.

Campaign objectives

The first objective was to introduce the iX3 as a flagship electric model. Range sits at the centre of that message. Instead of listing the range in a single line, the campaign turned the number into the storyline.

Another objective was to link the launch to a high-profile viewing habit. A prime-time quiz show creates a shared national moment. By placing the main film at the start of that moment, the campaign aimed to make the launch feel tied to a specific time and place in the schedule, rather than spread across many unrelated breaks.

And finally, the campaign used rarity to help memorability. The two-minute film ran only twice. After that, the plan switched to short units that kept the same cue alive from episode to episode. This is an efficient logic in TV planning: use one strong “anchor” exposure to set the idea, then use short reminders to keep recognition high.

Creative Minds

Ads & Data developed the “Battery Countdown” concept through its Brand Studio and adapted the idea into the shorter supporting formats. Play Media provided the programme environment and the inventory structure around the prime-time slot.

Campaign video

Results

After two airings, the campaign relied on shorter formats to keep the message present. It ran 7-second TV billboards before and after episodes, and it continued with 30-second spots across the rest of the run. The plan aimed to keep the same cue system consistent, so viewers would recognise the idea quickly when it returned.

The programme environment is credited with reaching over 1 million viewers per episode, with the two-minute film given a dominant lead-in placement. The qualitative outcomes evolve around memorability and top-of-mind awareness across TV and digital touchpoints, as stated by the following client feedback:

All in all, the two-minute device was designed to feel rare. If it appeared too often, it would become routine, and the “event” effect would weaken. That is why the schedule used the long film sparingly and let the shorter formats carry continuity.