Start of communications for new electric BMW i3 to coincide with
world premiere
Munich. The international premiere of the BMW i3 was
held simultaneously in the cities of London, New York and Beijing
today. The revolutionary concept behind the new BMW i3 was presented
to the global public in a live broadcast from the three locations.
Launch communications for the new electric BMW i3 also got underway at
the same time. The campaign for the new BMW i3 started worldwide with
a standard international online presence focused on the launch film, a
redesigned website with configurator and the first print ads. Social
network communications round out the campaign. The corresponding TV
campaign will debut in November to coincide with the vehicle’s
pan-European market launch. The integrated campaign is a logical
continuation of the urban positioning that has defined the BMW i brand
since its launch in February 2011. Electric driving in a BMW i3
requires no sacrifice: This comfortable vehicle with the latest
technology is highly suitable for everyday driving and boasts all the
characteristics of a premium vehicle.
With the start of the campaign, interested users can easily configure
the BMW i3 on the redesigned BMW i website and find
all information on relevant topics, such as charging, everyday
driveability, technology and BMW i dealerships. It is also easy and
convenient to configure the BMW i3 or register for a test drive
through the social networks – for example, on
Facebook, where BMW i already has more than 1.3 million fans. Online
banner ads will be displayed on relevant sites, such as blogs or
comparison portals for electrical and hybrid vehicles, and also
inserted into editorial content. From mid-August, the BMW i
app for Android, iPhone and iPad will also be available with
extended functionality such as location-based visualisation of the BMW
i3 range, a photo gallery, a visualiser with 360° panorama interior
views of the new BMW i3 and a tool for arranging test drives.
Uwe Dreher, responsible for BMW i Marketing Communications worldwide,
summarises: “The aim of all our communications activities is to
encourage people to take a test drive and, in that way, win them as
potential customers for the vehicle – because the best way to
experience the fascination, unique feeling and typical BMW driving
pleasure of the electric BMW i3 is to actually drive the car for yourself.”
Shooting for both print and online launch campaigns
for the BMW i3 took place in Los Angeles. Abstract
scenes were deliberately avoided in the choice of visuals. Instead,
the BMW i3 is shown in everyday situations familiar to its urban
target audience. The band Phoenix provides the soundtrack for the
launch film with its song “Lisztomania”.
The TV campaign, shot between the high-rises of
downtown Chicago, will follow in November, to coincide with the market
launch in Europe.
BMW i stands for visionary vehicles and mobility
services, inspiring design and a new understanding of premium that is
strongly geared towards sustainability. The BMW i brand redefines
individual mobility. The BMW i3 is the world’s first premium electric
vehicle purpose-built from the ground up for electric power, creating
a car that guarantees typical BMW sheer driving pleasure with zero emissions.
The BMW i3 – the first series-produced vehicle from BMW i –
transforms emission-free mobility into pure driving pleasure in a
premium automobile. The BMW Group’s first pure electric model creates
totally new and ground-breaking possibilities for driving pleasure,
sustainability and networking in urban traffic. The visionary design
of the BMW i3 provides an authentic expression of typical BMW
sportiness and the efficiency of a four-seater. Its innovative vehicle
concept includes a carbon fibre reinforced plastic (CFRP) passenger
cell that combines light weight, stability and safety with an
exceptional feeling of spaciousness. Driver assistance systems and BMW
ConnectedDrive mobility services specially developed for BMW i,
combined with the services of 360° ELECTRIC, make emission-free
mobility in the urban environment a fascinating everyday experience.
Link to the BMW i3 website special: www.bmw.com/i3
Link to the BMW i3 film: www.bmw.com/i3film
Link to the BMW i3 visualiser: www.bmw.com/i3visualizer
Link to BMW i on Facebook: https://www.facebook.com/BMWi
Link to BMW i3 film on YouTube: http://youtu.be/g1LsT1PVjUA
As lead agency for BMW i since January 2012, Dorten, based in
Stuttgart and Berlin, was responsible for campaign concept, design and development.
If you have any queries, please contact:
BMW Group Corporate Communications
Martina Napoleone
Press spokesperson, Marketing and BMW Welt
Phone: +49-89-382-14908
mailto: Martina.Napoleone@bmw.de
Alexander Bilgeri, head of Business, Finance and Sustainability Communications
Phone: +49 89 382-24544,
mailto: Alexander.Bilgeri@bmw.de
Press website: www.press.bmwgroup.com
e-mail: presse@bmw.de
The BMW Group
The BMW Group is the leading premium manufacturer of automobiles and
motorcycles in the world with its BMW, MINI and Rolls-Royce brands. As
a global company, the BMW Group operates 28 production and assembly
facilities in 13 countries and has a global sales network in more than
140 countries.
In 2012, the BMW Group sold about 1.85 million cars and more than
117,000 motorcycles worldwide. The profit before tax for the financial
year 2012 was euro 7.82 billion on revenues amounting to euro 76.85
billion. At 31 December 2012, the BMW Group had a workforce of 105,876 employees.
The success of the BMW Group has always been built on long-term
thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
conserving resources as an integral part of its strategy. As a result
of its efforts, the BMW Group has been ranked industry leader in the
Dow Jones Sustainability Indexes for the last eight years.
www.bmwgroup.com
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