Since September 1, BMW has been on a national marketing campaign that aims to appeal to and capture affluent consumers who would consider technology as the main factor in picking their cars instead of heritage or horsepower. The main player on the campaign is no other than BMW’s technological masterpiece – the $136,650 BMW i8 plug-in hybrid sports car.
The campaign aims to cast i8’s technology aura over the carmaker’s full lineup, thereby increasing BMW’s sales of models like the 3-series sedan and X3 crossover. "Innovation is at the core of everything we do," Trudy Hardy, vice president of marketing at BMW of North America, said in a statement on the campaign.
However, the campaign does not stop there. BMW is giving out "innovations credits" -- from $500 (base 3 series) to $2,000 (for a 7 series, 6 series or 328i sedan).
As part of the campaign, BMW has launched several TV spots, one of which is the ad titled "Looking Forward," which features i8's full-color head-up display that enables the driver to see the speedometer and get turn-by-turn navigation instructions on the windshield, thereby allowing him or her to focus on the road ahead.
The i8 then transforms into a BMW 3 series sports sedan, which features the head-up display. Another spot boasts of the i8’s Surround View monitor, which combines images from four cameras into a 360-degree overhead view to allow drivers to get a better look at surroundings while parking or doing some maneuvers. The spot then focuses on the BMW X3, which also features the system.