The iX3 launch in Belgium used prime time to make a first impression quickly. The plan did not rely on many repeated 30-second ads. Instead, it opened with a two-minute film that ran without interruption.

In this campaign, this timeframe was used as a clear countdown linked to the car’s driving range. The number on screen built up to 805 kilometres, which is the distance the BMW iX3 can travel on a full battery charge.

On the programming side, this BMW film aired at the lead-in to “De Slimste Mens Ter Wereld” (The Smartest Person in the World). This is a prime-time quiz show with a loyal audience. Viewers often arrive early and wait for the programme to begin. That waiting time creates a natural window for a long story. The campaign used that window for the launch message, then stayed close to the same programme environment in the weeks that followed.

Campaign objectives

The first objective was to introduce the iX3 as a flagship electric model. Range sits at the centre of that message. Instead of listing the range in a single line, the campaign turned the number into the storyline.

Another objective was to link the launch to a high-profile viewing habit. A prime-time quiz show creates a shared national moment. By placing the main film at the start of that moment, the campaign aimed to make the launch feel tied to a specific time and place in the schedule, rather than spread across many unrelated breaks.

And finally, the campaign used rarity to help memorability. The two-minute film ran only twice. After that, the plan switched to short units that kept the same cue alive from episode to episode. This is an efficient logic in TV planning: use one strong “anchor” exposure to set the idea, then use short reminders to keep recognition high.

Creative Minds

Ads & Data developed the “Battery Countdown” concept through its Brand Studio and adapted the idea into the shorter supporting formats. Play Media provided the programme environment and the inventory structure around the prime-time slot.