Munich. Bavarian premium carmaker BMW has come up
with an innovative brand campaign to turn the heads of an
international audience to the brand’s current range of models in the
luxury segment. The highly exclusive BMW 7 Series, BMW 8 Series, BMW
X7 and BMW XM models are showcased as masterpieces of design and
engineering amid breathtaking landscapes. The impressive images send
out a message of exclusivity with a progressive flavour that appeals
to all the human senses in a nuanced way, reflects our intellectual
perspectives and provides us with meaningful experiences.
The new multi-channel campaign was launched on the YouTube and
Instagram social media channels. Additional content will follow with
country-specific packages of outdoor/print advertising and TV
commercials. These communications activities will begin in the USA,
followed – from September 2024 – by Germany, China, Great Britain,
Japan, South Korea, Czechia, Poland and the Middle East.
“At the heart of the new brand campaign are the uncompromising
performance, sophistication and inimitable style of our most exclusive
models,” says Bernd Körber, Senior Vice President BMW Brand Management
and Product Management. “The imagery used in the campaign invites the
viewer to experience the unbridled passion for design, craftsmanship
and innovative technology inherent in every BMW.”
The new brand campaign gets underway on the BMW YouTube channel with an emotionally engaging
clip focusing on the BMW i7. The flagship model in the all-electric
vehicle line-up stars in the 60-second film – titled “Lifelines” – as
the embodiment of an exclusive and also progressive take on the
brand’s hallmark Sheer Driving Pleasure. Accompanied by a virtuoso
music track, the car moves along an upland plain through a landscape
bathed in atmospheric light. Here, the BMW i7 is presented as a car
for individualists who approach the future with confidence and on
their own terms, and take charge of their own destiny.
The campaign imagery also features the silhouette of a BMW 8 Series
Coupé in front of the dynamically curving contours of a rocky
landscape, the BMW X7 at the foot of a high mountain range with
snow-capped peaks and the BMW XM on a stretch of beach with stormy
winds and dramatically breaking waves. These powerful images are then
joined by the company name: “Bayerische Motoren Werke” is written out
in full.
This emphasises the uniqueness of the brand, its origins and its more
than 100 years of heritage. At the same time, it also signals –
alongside exclusivity and elegance – the confidence of a company that,
over the course of its history, has repeatedly achieved enduring
success with solutions developed in-house. This approach has prompted
a genuine level of identification with its products in the luxury segment.
BMW i7 xDrive60: WLTP combined: energy consumption 22,3-22,2
kWh/100km; CO2 emissionen 0 g/km; CO2 class A; range 515-624 km.
BMW X7 xDrive40i: Fuel consumption combined: 10,6 l/100 km; CO 2
emissions combined: 240 g/km, CO2-Class: G.
BWM XM Label: Electric power and petrol consumption – weighted,
combined: 33.5 kWh/100 km and 2.0 l/100 km [141.2 mpg imp]; CO2
emissions – weighted, combined: 45 g/km (WLTP); fuel consumption with
discharged battery: 12.9 l/100 km [21.9 mpg imp] as per WLTP; CO2
classes: with discharged battery G; weighted, combined B.
BMW M8 Gran Coupe: Fuel consumption combined: 11 l/100 km; CO 2
emissions combined: 251 g/km, CO2-Class: G.
