BMW has launched the media campaign for the new BMW 6 Series Gran Coupé, showcasing the automobile's special positioning with amazing aesthetics. This new model will make its international debut on March 6, 2012 at the Geneva International Motor Show. This is the company's first four-door coupe. It features trendsetting design, exclusive elegance and sporting dynamics.
The cross-media campaign has the motto, "Beauty. Revealed." It features a total solar eclipse as its central theme -- a natural phenomenon that is both graceful and breath-taking, revealing the pure beauty of nature to viewers for a brief moment. The campaign then combines the unique moment of the solar eclipse with the exclusive vehicle.
Andreas-Christoph Hofmann, head of BMW brand communications, commented that the new BMW 6 Series Gran Coupé "marks the beginning of a new chapter," adding that the campaign utilizes the image of the eclipse to emphasize the vehicle's "uniqueness."
The launch of the international campaign in TV and print media is set for the second quarter in 2012. Both the print and TV campaign will highlight the natural phenomenon of a total solar eclipse of the sun. Taglines like "Some things are worth waiting for" emphasize the timeless fascination and rare beauty of the new coupé. There will be seven different motifs showcasing the automobile's aesthetic dynamics. German photographer Georg Fischer shot the images for the print campaign.
BMW’s 6-Series Gran Coupe asserts a unique combination of typical Coupe-like dynamics, functional versatility, and striking aesthetics. With a 5,007-mm length, a 1,894-mm width, and 1,392-mm height, the new car has proportions that are distinctively BMW. Add to that its long bonnet with bold contours, its sleek extended wheelbase, and its set-back passenger section.
What’s more, the 6-Series Gran Coupe sets new standards for four-door vehicles in terms of aesthetic design. This is very apparent in its low height and its flat roofline, which flows smoothly into its rear end. Plus, its front has unique chrome elements that separate its air intake from its fog lights.
There’s also the standard dual Xenon round headlights that feature 3D LED rings and that create a uniquely functional light architecture, which is perfect for night-time driving. On the other hand, the adaptive LED Headlights, which are optional, have light rings that are a bit flat at both the top and bottom. The LED units, positioned on horizontal ribs right across each light ring, project light on reflectors and generate high and low beams.
You will also find the car’s low, graceful lines particularly impressive when you look at its side profile. The passenger compartment is also recessed and appears low and stretched, thanks to the car’s window silhouette that extends deeply into the C pillar. Its door windows are frameless and comprise a design element that is distinctively of a sporty Coupe.
And speaking of windows, the car’s elongated side windows make the best out of outside lighting to enhance the spacious feel of its interior. As for the C pillar, the characteristic Hofmeister kink flowing into it encompasses the exclusive “Gran Coupe” lettering embossed behind the glass in the rear windows’ lower corners to convey the car’s elegance and personality.
BMW’s 6-Series Gran Coupe’s visually low center of gravity, as well as its horizontal, V-shaped lines, communicate its dynamic and powerful elegance. Yet another one of the car’s unique design feature is its third brake light, which stretches along the rear window’s entire width and forms its top edge.