3 Mins read.
How We Used Winter as a Hot Marketing Opportunity
It’s the most wonderful time of the year!
The winter season is finally here, and social media is filled with amazing content that makes you want to book your next ski trip on the spot!
That is why we used this opportunity to create something unique for our client BMW Delbecq.
Last year, we showcased the BMW 3 Series as the hero car, equipping it with all the winter accessories BMW offers. We hit the road to create some ice cold content for the wide range of winter accessories. The campaign received fantastic feedback and was even featured on BMW’s official Instagram page.
This year, we wanted to take things a step further. Instead of one car, we featured the new 3 Series LCI with M Performance accessories, alongside the iconic M3 Touring.
To create a stand-out look, BMW Delbecq sent us on the road with a custom-painted roofbox to match the M3’s ‘Malachite Green’ BMW Individual color.
With both cars equipped to take on winter in style, the challenge was finding snow in early November.
With both cars equipped to take on winter in style, we set out to the Swiss Alps to find snow and shoot.
It’s the most wonderful time of the year!
The winter season is finally here, and social media is filled with amazing content that makes you want to book your next ski trip on the spot!
That is why we used this opportunity to create something unique for our client BMW Delbecq.
Last year, we showcased the BMW 3 Series as the hero car, equipping it with all the winter accessories BMW offers. We hit the road to create some ice cold content to promote the winter accessories. The campaign received fantastic feedback and was even featured on BMW’s official Instagram page.
This year, we wanted to take things a step further. Instead of one car, we featured the new 3 Series LCI with M Performance accessories, alongside the iconic M3 Touring.
To create a stand-out look, BMW Delbecq sent us on the road with a custom-painted roofbox to match the M3’s ‘Malachite Green’ BMW Individual color.
With both cars equipped to take on winter in style, the challenge was finding snow in early November.
Early Snow in November
In The Swiss Alps.
Starting with a Concept & Strategy
For a campaign of this scale we needed to maximize the impact by addressing multiple objectives within a single initiative.
This time of year aligns several key opportunities:
– Seasonal winter content
– Holidays like Christmas and New Year
– BMW’s actions on the winter accessory campaigns
Most importantly, the Auto Salon period, which is the most critical time of year in the Belgian automotive industry. Driving showroom traffic becomes a top priority for dealerships around the country.
Bringing Winter Magic to the Showroom
Our vision was to bring the magic of winter directly to Delbecq’s customers. This meant creating content in a place where winter feels most alive, to ensure that we had enough time for production of both the digital and physical initiatives.
We wanted to experience the winter feeling both digitally as physically.
Unique Content
Capturing the essence of winter in the Swiss Alps, where the snowy, iconic backdrop became the foundation for the campaign’s narrative.
Social Media Communication
Strategically rolling out the visuals across platforms to engage audiences and create a bridge between the digital story and the in-showroom experience.
Experiental Marketing & Interactive Technology
Recreating the magic of winter in the dealership through an immersive setup that featured the centerpiece M3 Touring, snow-inspired decor, and an interactive 3D configurator.
Content production
Location, location, location… We spend a lot of time and effort in the right location scouting of our projects. This is why set out to travel about 10 hours all the way to the Swiss Alps.
The snowy mountains provided a breathtaking backdrop, while perfectly capturing the essence of winter at the epicenter of ski-season.
With a detailed pre-production and strategy, we developed diverse shot lists tailored for all platforms, completing three days of shooting both photo and video content.
Type of content
Hero Shots
Lifestyle & accessories
Dynamic rolling shots
Aerial footage
Channels
Instagram
Facebook
Youtube
Physical advertisement
To capture the essence of winter, we travelled to the Swiss Alps. To a unique setting that would differentiate the content with the amazing backdrops of that landscape.
Through detailed planning and strategy, we created different types of shotlists for the different usages we would need. A total of 3 days shooting both photo aswell as video.
Type of content
Hero Shots
Lifestyle & accessories
Dynamic rolling shots
Aerial footage
Channels
Instagram
Facebook
Youtube
Physical advertisement
Social media
Creating beautiful imagery isn’t enough – the art is to use them effectively. For this campaign, we adapted content for
- Reels, Stories, and carousel posts
- Facebook covers, YouTube videos, and Shorts
Thanks to our global connections with recognized automotive pages and blogs, we were able to reach an authentic audience, niche fanbases and general car enthusiasts.
We are very glad to see that since mid-December, the campaign has already delivered BMW Delbecq’s highest engagement stats for the year, with content still being produced and posted regularly.
Full Circle
From digital to the real world.
Finally, we needed to bridge the gap between the digital campaign and the dealership itself. To bring the experience full circle, we created an immersive setup that allowed visitors to step directly into the winter magic we captured.
By engaging the different senses—seeing, touching, we aimed to evoke feelings of adventure, excitement, and connection.
Visitors can now explore the car and its winter accessories in a way that made the campaign feel real and accessible, not just aspirational.
The Interactive 3D Configurator
An activation for a lasting impression.
To complete the immersive experience, we designed and created a custom 3D configurator—a feature that brought a modern, interactive touch to the campaign.
The configurator allows visitors to customize the M3 Touring in real time, exploring different options. Choose your own color, add a roofbox or some ski racks… The car is fully customizable with the BMW Winter Pack. This ensured that the campaign didn’t just tell a story: It invited customers to become part of it.
We will create a more detailed breakdown of our 3D Configurator and the process behind creating it the near future.
Drifting full circle.
And finally we conclude this amazing campaign by getting published on the official BMW page to share the joy of winter and once enhancing visibility and reputation across the BMW Community.
Looking ahead for next year.
We are incredibly pleased with how this campaign has turned out and can’t wait to see its evolution and the influence it will have in the weeks to come.
A big thank you to everyone who worked on this project – and of course – our partner Delbecq for their trust and investment in ambitious projects like this. This year, we’ve accomplished some amazing projects together, and we’re already excited to continue growing together in 2025.
If you’re in the region of Liège, Belgium, feel free to stop by and explore the setup in person at the BMW Delbecq Dealership. You can also follow the journey on our social media channels for some fun content and link up!
Drifting full circle.
And finally we conclude this amazing campaign by getting published on the official BMW page to share the joy of winter and once enhancing visibility and reputation across the BMW Community.
Looking ahead for next year.
We are incredibly pleased with how this campaign has turned out and can’t wait to see its evolution and the influence it will have in the weeks to come.
A big thank you to everyone who worked on this project – and of course – our partner Delbecq for their trust and investment in ambitious projects like this. This year, we’ve accomplished some amazing projects together, and we’re already excited to continue growing together in 2025.
If you’re in the region of Liège, Belgium, feel free to stop by and explore the setup in person at the BMW Delbecq Dealership. You can also follow the journey on our social media channels for some fun content and link up!