The next generation of the BMW Group’s most important volume model, the brand-new 3-Series sedan, made its world premiere in Munich a fortnight ago ahead of its global sales launch in February of 2012.
Today, the Bavarian automaker announced the first details on the ad campaign for the new premium saloon that makes its debut online through BMW’s websites and Facebook pages with print media and TV to follow at the beginning of February.
The central messages that will be communicated in all promotional activities are “sportiness” and “passion” with BMW also making the use of the term “Versus” to underline the functions of the new 3 Series.
“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,” Hofmann added.
BMW noted that it will also utilize sport events and athletes in its TV ads including the London Olympics, the world-class biathlete Natalie Björndalen and the firm’s future DTM involvement.
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