One of the most important debuts at the IAA Mobility 2023 in Munich was the BMW Vision Neue Klasse concept that previews the electric successor of the 3-Series that will enter production in 2025, and the future of the Bavarian automaker in general. The concept is now used as the main star in BMW’s latest multi-channel campaign called “Neue New”, including videos with driving footage.
According to BMW, the Vision Neue Klasse “marks a new beginning for the brand” and a “fresh way of thinking”. Indeed, the model represents a departure from the styling language used in the current production offerings, with simpler lines and high-tech features like the 3D-effect illuminated grille. At the same time, it proposes a new kind of user interface inside the cabin, with an all-new generation of the BMW iDrive system including an ultra-wide head-up display.
More: BMW Neue Klasse Concept Reboots The Brand And The 3-Series For The Electric Age
All this newness is highlighted by the “Neue New” title of the campaign which was created by an agency called The Game. The video above includes driving footage of the Vision Neue Klasse, proving that this is not just a static preview of the future production model but a fully functional prototype. Still, several features will likely be toned down in the final product that will come out of the factory floor in 2025.
According to BMW, the Neue New campaign “tells the story of the transformation” with references to “the ideal of a circular economy, digitalization, and a commitment to electrification” without losing the brand’s original focus on driving pleasure.
The campaign will be focused on social media with influencer collaborations and a new filter for Instagram and Snapchat bringing users closer to the concept by using augmented reality. Still, it will also include other kinds of promotional activities and double-page spreads in the good old print media. Besides the posters and the video appearing in this story, BMW Group’s Open Space at the Max-Joseph-Platz in Munich was also part of the campaign, created by Meiré and Meiré consultancy firm.
