Case Study: BMW revives performance equity and boosts M package sales with Cundari Group

BMW revives performance equity with Cundari and wins best-in-class recognition

The customer, BMW, faced a significant challenge as competitors like Audi and Mercedes-Benz began encroaching on its performance reputation and market position in Canada. The vendor, Cundari Group, was tasked with reviving BMW's performance equity to increase sales of its optional "M" high-performance packages.

Cundari Group implemented a creative solution involving a collection of viral videos that pushed the BMW M packages to their extreme limits, generating a major online conversation. The campaign was highly successful, winning national and international awards and being hailed as best-in-class throughout BMW's global network. The work had a significant measurable impact, as it was leveraged by BMW brand teams in Europe, Asia, and the USA to help increase sales.

BMW