Company
BMW is an expression of the passion for dynamic, refined and progressive motoring. Dewan Motors aspires to take this passion and the rich tradition forward, taking into account its customers’ elevated expectations and raise the standards to meet them on a continuous basis. This is accomplished through a sheer commitment by investing in their state-of-the-art facilities, and especially after-sales services.

The Brief
In 2016, BMW and YousufDewan Companies, both turned 100, and were looking for means to celebrate the excellence achieved by the brand over the years. The aim of the campaign was to highlight this milestone and celebrate BIG.

The Challenge
Customers were importing cars through unofficial dealers and hence, BMW was facing a struggle with sales in Pakistan.

The Insight
BMW, due to its top notch international brand image, has a perception of being designed for well-paved roads specifically. Regardless of the model, BMW owners do not usually take their cars out for a drive to the mountains or any hilly areas.

The Idea
BMW Pakistan set out to transform this perception by taking the machine for a drive up north.

A week-long journey was made from Lahore to Khunjerab. Adnan Sarwar, the face of 100 Hours of Joy, drove a customer across Hunza, Naran and Khunjerab, creating a travelogue based on the record journey, releasing it in Pakistan and internationally.

Following the journey, we issued coffee table books consisting of breathtaking shots of the incredible destinations and the ultimate BMW. These books were sent to influencers as well as customers.

The Accomplishment
The video teaser obtained 200,000 views alone, while the launch video received 1 million views on Faceook. In addition to this, BMW Dewan was honored with global recognition after its mention in the Middle East. #100HoursOfJoy eventually overcame the company’s sales challenge resulting in a 500% increase.