The concept:
The campaign is aimed at a young target group, most of whom no longer own a car and have long since ceased to see a car as a status symbol. The visual concept is intended to make this clear, with young people posing casually in front of a BMW or Mercedes, while the driver waits relaxed inside. Together with the headline "Boss Ride. Punk Price," the result is a powerful transactional digital campaign that is targeted across all channels.
