BMW
Bringing the Electric Thrill to life
1.2MFollowers gained27MOrganic views150+Unique assetsAutomotive · 2025
The story
BMW wanted to shift perceptions whilst driving awareness and consideration for their electric vehicle range. We partnered with BMW to create two distinct content streams that brought the BMW 'Electric Thrill' to life. The hero campaign saw TikTok creator Paul Olima and Hannah, BMW's biggest fan, challenged to take the BMW iX to a series of locations to win prizes, all whilst evading capture from a fleet of anonymous chasers in BMW i4s.
The hero narrative was supported by a series of films deployed in distinct creator verticals from parkour to drone pilotry, allowing the brand to tap into niche interests and further extend the reach of the campaign.
"Working with TikTok and Uncovered on this campaign has been an incredibly refreshing experience. They worked seamlessly and proactively with our creative and media agencies in order to execute an excellent campaign in response to our brief. Their insight and creative approach allowed us to test a variety of creative executions using a number of ad products within the platform, which has provided invaluable learnings for future campaigns. We were delighted with the results. Thank you to all involved."
Emily Latham Weymson, Social Media Marketing Manager at BMW