BMW Launches Integrated Campaign Showcasing
11 September 1998
BMW Launches Integrated Campaign Showcasing the Innovation and Exhilaration of 'The New 3' WOODCLIFF LAKE, N.J., Sept. 10 -- As BMW introduces a
completely new generation of the benchmark 3 Series, a new integrated
marketing campaign dramatizes how the world's quintessential sports sedan has
gotten even better. While further enhancing its benchmark performance and
responsiveness, the campaign also highlights the increased space, safety and
value in the new 3. "From the company that defined the modern sports sedan,"
reads the glossy newspaper insert, "another defining moment."
First and foremost, the brand's multi-dimensional campaign conveys the
pure exhilaration and control that comes from driving the new 1999 3 Series,
but with theme lines such as, "More room to stretch out the corners of your
mouth" the messages clearly convey the enhancements that will make the new 3
appealing to an even broader market.
"This campaign is true to BMW's core brand values because it balances the
unequaled performance we're known for with the innovation, safety and value
messages that are just as important to us," said Jim McDowell, vice president
of marketing for BMW North America. "I think we've captured the thrill of
driving the new 3 Series while clearly conveying those other key BMW
messages."
As the largest fully integrated launch in BMW North America's history, the
introduction will reach consumers via television, magazine, newspaper, radio,
Internet, outdoor, direct marketing and special events. All BMW regional and
dealer materials are fully integrated with the national efforts.
The campaign was created with BMW marketing partner Fallon McElligott,
Minneapolis.
-- Television. The television spots are an evolution of BMW's now almost
trademarked style, combining exhilarating black and white cinematography with
thought-provoking title cards and a driving soundtrack. Two :30 spots,
"Science" and "More Room," break September 14 on ABC's Monday Night Football
and continue the week of September 21 on season premieres of top rated
networkprime-time and late-night programs.
-- Magazine. Ads began running in the August and September issues of
various automotive, business and lifestyle magazines.
-- Newspaper. An extensive newspaper campaign will also begin running in
the "Wall Street Journal" and "USA Today" starting the week of September 21.
In addition, a 16-page, four-color insert which folds out to a 36" x 18"
poster of the new car will run in local newspapers across the country. A
series of regional newspaper ads was developed for BMW centers to use locally.
-- Radio. Six :60 radio spots are available for BMW centers to support
the New 3 in their local markets.
-- Internet. A drop box will appear and introduce the New 3 to on-line
visitors at http://www.bmwusa.com. Web users can click on the box and look at spec
information on each car. In addition to technical data and standard features
and options, this expanded section offers four-color photos and 360 degree
movies allowing prospects to view the interior and exterior from every
possible angle. Electronic wallpaper of their favorite sedan can be
downloaded to prospects' desktops, serving as a daily reminder to go check out
the real thing. And soon, the new BMW Virtual Center will allow on-line users
to build their own 3.
-- Outdoor. Four 14' x 48' vinyl outdoor boards are available for BMW
centers to additionally support the launch in their local areas.
-- Direct Marketing. The multi-step campaign begins with an article and
mini-brochure in "Inside Track" magazine. Teaser brochures, Ultimate Driving
Experience (UDE) invitations and open house invitations will be sent to a
select mailing list. A special issue of "BMW Magazine" dedicated to the New 3
will debut in retail center launch kits, and then be mailed to centers and
database list members.
-- Special Events: "The Ultimate Driving Experience." BMW's landmark
event is designed to improve people's driving skills while underscoring the
responsive performance that has made the brand so successful in the U.S. The
program serves as the centerpiece for the brand's introduction of its all new
1999 3 Series sport sedan, allowing participants to fully experience the
performance potential of the exciting car. The unique program travels from
city to city and provides hands-on, performance driving instruction for local
area residents. The UDE program has traveled to Chicago, New Jersey and will
continue on to New York, Atlanta, Houston and Miami. UDE has already
generated more than 7,500 test drives.
"The challenge of this campaign was how to tell consumers that this nimble
driving machine so revered by enthusiasts and the automotive press had grown
up while still retaining its sporty edge," said Bruce Bildsten, group creative
director, for Fallon McElligott. "It was a difficult balancing act, but we
did it. And in partnership with BMW, we were able to do it everywhere, from
network television to the BMW website."
In addition to Fallon McElligott, other launch partners include Ritta &
Associates, Advantage International, DeWitt Media and NSA.
BMW of North America, Inc. was established in 1975, at which point the
company assumed marketing and distribution responsibilities of BMW automobiles
in the U.S. from the previous private distributor. Motorcycle marketing and
distribution was added in 1980. Since then the company's North American
operations have grown to include marketing, sales and financial services
organizations in the United States and Canada; a South Carolina manufacturing
operation; a design firm in California; and various other operations
throughout the U.S. and Canada.
BMW is represented in North America through a network of more than
375 automobile and 190 motorcycle retailers in the United States and Canada.
BMW (US) Holding Corp., the brand's North American headquarters, is located in
Woodcliff Lake, New Jersey.
