Munich. The new BMW X3 will be released in November,
shortly after its world premiere at the IAA International Motor Show
in Frankfurt. An extensive global campaign entitled “On a Mission”
will accompany the launch of this successful model. Campaign
highlights include a rousing TV spot with extreme athletes and a 360°
virtual reality test drive on Mars, with continuation of the campaign
in digital channels.
The “On a Mission” campaign presents the BMW X3 as free-spirited and
independent, always ready to push the boundaries. The theme of
venturing off the beaten track and discovering new horizons is
underlined by the off-road character of the SAV and its
ground-breaking innovations. A key idea is the passion that transforms
a job or a hobby into a mission. This appeal to the emotions is a
common thread throughout the campaign: BMW celebrates people who
pursue their dreams with relentless passion – people who are on a mission.
“‘On a Mission’ pays tribute to a life full of passion, inner drive
and true dedication. The BMW X3 brings this dynamic to the automotive
world and guarantees a thrilling driving experience, no matter where
your passion takes you,” explains Hildegard Wortmann, Senior Vice
President Brand BMW.
From idea to media: Big data supports campaign development.
Campaign development started out with a widescale interdisciplinary
big data analysis that gathered and evaluated information about
different BMW X3 buyer groups. This allowed BMW to consider the
interests and media use of its future customers already in the
creative phase of the campaign. As a result, the BMW X3 campaign
delivers highly-relevant content that appeals to a young and dynamic
digital target audience and fits perfectly into their world of
experience. However, rollout through the appropriate channels is just
as important as the content itself. Social media and the brand’s own
online presence will therefore be a priority for “On a Mission”.
On a mission to Mars.
The communications highlight of the campaign is clearly a very
special test drive: Using virtual reality, the BMW X3 takes customers
and fans on the world’s first test drive through the breath-taking
scenery of Mars – quite literally pushing the boundaries. Spectacular
images and evocative sounds transform the trip to Mars into an
immersive experience. During a virtual reality drive across the
atmospheric and ever-changing surface of the planet – reminiscent of a
Hollywood film – different features of the BMW X3 are presented as
part of the “BMW Personal Co-Pilot”.
The 360° experience can be enjoyed on all widely-available
smartphones through YouTube or using VR glasses, and will be
integrated into the BMW brand’s own online channels. The Mars mission
will also be shown at selected BMW dealers and branches and integrated
into brand events and mailings using Google Cardboard.
“With the BMW X3 Mars mission we once again offer our customers and
fans a unique experience – something completely new they have never
seen before,” says Uwe Dreher, head of Brand Communications BMW, BMW
i, BMW M. “For me, that is how marketing should be: surprising,
modern, with an entertaining wow effect.”
www.missiontomars.bmw (for
VR devices)
TV spot and launch film with real-life extreme athletes.
The TV commercial features protagonists who live for their mission:
The BMW X3 accompanies Swede Freddie Meadows as he ice-surfs in the
Arctic; free mountain rider Martin Söderström on his daredevil ride
across rocky ridges; and extreme campers Fatima Gil and Vicky Vega
perched on the slopes of steep rock walls. The stunning natural
surroundings showcase the off-road character and dynamic performance
of the new BMW X3. That the TV spot uses only real-life extreme
athletes, not actors, underlines the authenticity and passion of the
powerful SAV.
The launch film, which will primarily be used for online
communications, shows photographer Pablo Durana on a tour through the
Chilean Andes with extreme mountain-biker Trond Hansen. As well as
highlighting many aspects of the new BMW X3, it also features the
SPECIALIZED for BMW Turbo Levo FSR 6Fattie mountain bike, an exclusive
cooperation between BMW and premium bike manufacturer SPECIALIZED.
The TV commercial and launch film also provide the basis for a series
of short clips that will run in all BMW-brand social media channels
and digital advertising spaces. In this way, the activities “surfing”,
“mountain biking”, “camping” and “art” can be targeted towards users
with those interests to amplify the reach of the BMW X3.
The films’ protagonists are an integral part of all elements of the
campaign and also appear in the print motifs. In this way, “On a
Mission” creates a consistent presence with high recognition value
across all channels. The campaign will also make use of the many
protagonists’ own social media channels and their vast fan communities.
Unique vehicle configurator for Facebook.
Based on the Facebook Canvas ad, BMW has developed an extensive
interactive vehicle visualiser, with a level of detail and range of
functions not previously seen on this platform. Users have fun
creating their own individual BMW X3 directly in the Facebook app,
choosing their preferred design line, paint colour, wheel rims and
interior configuration.
The visualiser consists of 64 nested individual Canvas ads. This was
a major challenge for both planning and realisation. The visualiser
will be rolled out through the international BMW Facebook account and
local BMW markets. The interactive experience ends with an invitation
to test-drive the new BMW X3.
“The visualiser on Facebook represents a totally new way for us to
generate leads through social media,” explains Uwer Dreher.
“Implementation with so many individual Canvas ads was definitely
complex and challenging. But we are very proud to be able to offer our
fans this unique feature.”
Mountain bikes and expeditions.
Exciting product collaborations and the BMW brand’s popular
winter-sports activities, under the name “BMW Mountains”, will further
enrich the campaign.
BMW Lifestyle and premium bike manufacturer SPECIALIZED will be
presenting an exceptional mountain bike: a limited special edition of
the Specialized Turbo Levo, the SPECIALIZED for BMW Turbo Levo FSR
6Fattie. The two premium brands share a unique passion for sporty
dynamics, a love of innovative design and technologies, and constantly
strive to reinvent themselves.
Under the “BMW Mountains” banner, the BMW X3 is supporting the “No
Man’s Land” expedition of extreme skiers Matthias Mayr and Matthias
Haunholder, as they attempt to become the first to ski down Mount
Tyree in the Antarctic. The BMW X3 will be their trusty companion on
the journey from Buenos Aires to Punta Arenas. Once they reach
Antarctica, they will cover several hundred more kilometres on skis
and by kite. BMW will follow the expedition with live feeds and
stories in its own digital channels. A film about the adventures of
the two extreme skiers will be released to the general public in 2018.
Successful member of the X family.
BMW created the mid-sized SAV (Sports Activity Vehicles) segment in
2003 with the BMW X3. More than 1.5 million units of the first two
model generations have since been sold worldwide. The new BMW X3 is
now set to continue this success story, with even more striking and
dynamic styling and a luxurious interior. Like all members of the
successful X family, it combines outstanding ride quality in all
terrains with unlimited everyday practicality. The new BMW X3 also
offers the highest level of connectivity and driver assistance
systems. Ground-breaking innovations, which BMW combines under the
name “BMW Personal CoPilot” and which are usually reserved for the
business and luxury segments, are available in the mid-size class for
the first time in the new BMW X3. The interior finish has also been
significantly upgraded. Inside, the new X3 boasts nearly all the
features of the new 5 Series and impresses with the high level of
workmanship more familiar from the BMW 7 Series.
Agencies:
Lead – Kirshenbaum (US)
Mars Mission – Serviceplan
Canvas Ad – Jung von Matt
If you have any questions, please contact:
BMW Group Corporate Communications
Julian Hetzenecker
Communications BMW Group Sales Germany and
BMW Group Marketing
BMW Group Business and Financial
Communications
Telephone: +49 89 382 39229
Email: julian.hetzenecker@bmw.de
Micaela Sandstede
Press spokesperson BMW Group Sales Germany and
BMW Group Marketing
BMW Group Business and Financial
Communications
Telephone: +49 89 382 61611
Email: micaela.sandstede@bmw.de
Media website: www.press.bmwgroup.com
Email:
presse@bmw.de
The BMW Group
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW
Group is the world’s leading premium manufacturer of automobiles and
motorcycles and also provides premium financial and mobility services.
As a global company, the BMW Group operates 31 production and assembly
facilities in 14 countries and has a global sales network in more than
140 countries.
In 2016, the BMW Group sold approximately 2.367 million cars and
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€ 9.67 billion on revenues amounting to € 94.16 billion. As of 31
December 2016, the BMW Group had a workforce of 124,729 employees.
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