Sporting passion is the central theme for the 2012 Bmw 3-Series Sedan ad campaign

Article by Christian Andrei, on October 25, 2011

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 and 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.

Exterior Design

BMW 3-Series Sedan is the first model ever in the compact sports car segment and has become the ultimate symbol of aesthetics, dynamics and capabilities of BMW over the years. Now the sixth generation of the 3-Series Sedan has elegant lines that further underline the best-selling premium car’s sporting character.

New 3-Series is wider, taller and longer than its predecessor but it still retains its balance of elegance and sportiness. These proportions are evidenced by the sweeping hood, the long wheelbase, the short overhang up front and the greenhouse that is set back, all of which are typical of the BMW.

Striking design up front

BMW 3-Series has a wedge shaped silhouette plus it has a 37 millimeter wider track at the front and a similarly 47 millimeter wider rear. This gives the new models a more athletic look especially when you see the multi-faceted surfaces of the front end. You also have a squat and wide kidney grille that slants forward and LED accent lights that look like eyebrows just above the dual headlights with corona rings. All of these give the new car a more focused look.

Headlamps now blend seamlessly with the grille, making it look more solid as a single unit while also making the car look broader. The central air intake you see in earlier models has been replaced with two bigger intakes that are found below the headlights, giving the car’s styling more depth. The far left and right of the main ducts feature small vertical intakes that helps form the air curtain. This new feature improves the airflow going around the front wheels, thereby improving the aerodynamics and fuel efficiency at high speeds.

The squat and closely spaced openings of the grille and their beautiful surrounds comprise the most pronounced element of the new 3-Series Sedan’s front end styling. The grille is where the heavily contoured hood ends, giving the new model an athletic edge when viewed from the front.

Press Release

The Campaign for the New BMW 3 Series - Sporting Passion is the Central Theme

The sixth generation of the BMW 3 Series celebrated its debut in Munich last Friday. The whole world was able to attend the presentation in the BMW plant and BMW Welt live, via Facebook. The BMW Group's most important volume model will be taking off at the beginning of February 2012. The launch campaign for the new BMW 3 Series underlines the sportly dynamic positioning of the vehicle, coupled with maximum efficiency and impressive design. Across all sales channels, the campaign consistently shows sportiness and passion as the central themes.

The first online measures can already be viewed at and The online description on the BMW website provides all the information about the vehicle. Alongside details about the design of the vehicle, handling, efficiency, comfort and safety, the BMW lines are also presented. The new BMW 3 Series saloon is appearing initially in the BMW lines Sport, Luxury and Modern. In a BMW TV special, exterior and interior designers explain every facet of the vehicle. On Facebook, the new BMW 3 Series can be individually configured in the three equipment lines, paint colours and wheel rim design and can be viewed in a 360-degree image. The configured vehicle can then be posted and shared with friends.

The worldwide campaign will also start in print media and TV at the beginning of February. "With the campaign for the launch of the new BMW 3 Series, we have created a concept that is consistent through all the channels and offers our markets plenty of possibilities for adaptation", says Andreas-Christoph Hofmann, Head of BMW Brand Communication. "The launch campaign also integrates the fully hybrid model BMW ActiveHybrid 3, which will be appearing in the market in autumn 2012, and shows the connection between the sporty character and outstanding efficiency through the new combustion engines through to the innovative BMW ActiveHybrid drive technology".

The print advertisements, which also focus on the theme of sporting passion, work with a dynamic, artistic approach in the visual language and pick up the sporting spirit in the text too. With "VERSUS", a term that is taken directly from the world of sport, the adverts humorously underline the functions of the new BMW 3 Series.

The photographer for the print campaign is the German photographic artist Hubertus Hamm.

The TV spot shows the BMW 3 Series in emotional scenarios from various sporting disciplines. In addition to the new London Olympic Stadium, the world-class biathlete Natalie Björndalen and BMW's future DTM involvement also have a part to play. A particular highlight of the spot is the music: Billy Idol's "Dancing with myself" provides the perfect musical backdrop.

The creative agency for the central campaign is Interone, Munich.

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