Those who couldn’t be at the debut of BMW’s sixth generation 3 Series in Munich last Friday were likely able to catch it on BMW Welt live on Facebook. The launch of this vehicle – the BMW Group's most important volume model – is scheduled to take place in February 2012. The new BMW 3 Series’ campaign for this vehicle plays up its sportiness, maximum efficiency and excellent design.
Throughout all the sales channels, sportiness and passion are used as the main themes. View the measures taken at bmw.com and facebook.com/bmw. All the details about the vehicle are available on the BMW website.
In addition, the BMW lines are shown beside the design, efficiency, handling, safety and comfort. Initially, the new BMW 3 Series saloon will appear in the BMW lines Sport, Luxury and Modern. A TV special made by BMW and hosted by its designers explores each aspect of the vehicle. The new BMW 3 Series can be seen in a 360-degree image on Facebook.
It could also be individually configured in the three equipment lines, paint colors and wheel rim design. You could also configure the vehicle and then post it and share with friends. At the start of February, print media and TV ads for this global campaign will be launched.
These print ads, which emphasize the sporting-passion theme, have a dynamic, artistic approach in the visual language as well as in the text. The adverts humorously use the sport-inspired term “VERSUS” to talk about the features of the new BMW 3 Series.