Munich. With the new BMW 7 Series, driving pleasure
and ride experience reach an unprecedented new level in the luxury
segment. After the world premiere of the luxury sedan in Shanghai, now
the market launch campaign for the new BMW 7 Series follows with a
powerfully emotional film at its centre. The campaign film, designed
for use on different communication channels, presents the new BMW 7
Series using atmospheric imagery as the perfect choice for
individualists who are not deterred by any obstacles in their way, but
who follow their own path with self-assured confidence.
The short film titled “Above the Clouds”, directed by the American
Dan DiFelice, shows the pilot of a private plane who is prevented from
taking off in his plane by bad weather and who then makes a
spontaneous decision. He swaps his “cockpit” for that of his new BMW 7
Series and accelerates down the dark and rainy runway unhindered. His
journey takes him into majestic mountain scenery and he travels higher
and higher. Finally we see how he breaks through the cloud cover on a
mountain pass road in his car, heads towards the sunlight and leaves
the black storm behind him. The key scene of the film describes a
luxurious experience at the highest level creating a sublime moment,
which is generally reserved for the pilot of a plane, but in this
scenario can literally only be experienced in the new BMW 7 Series.
The new luxury sedan becomes the symbol of how limits can be overcome
through your own initiative and self-confidence, how the freedom of
individual mobility can be expanded and how new horizons then open up.
“With its self-assured character, the new BMW 7 Series embodies the
way of life of a target group who follows its aims and ideas in a
self-determined and independent manner regardless of any external
obstacles”, says Uwe Dreher, Director Brand Communication BMW, BMW i
and BMW M.
After the new BMW 8 Series Coupé, the new BMW 8 Series Convertible
and the new BMW X7, the new BMW 7 Series is the fourth model to be
presented and launched against the background of a new brand presence
in the luxury segment. The launch is characterised by a newly designed
signet and the company name Bayerische Motoren Werke, which is fully
written out. For the BMW Group, the brand’s current initiative in the
luxury segment is one of the objectives set out in the NUMBER ONE
NEXT company strategy to ensure sustainable growth on the worldwide
automobile markets. In addition the new BMW 7 Series features a unique
variety on innovations in the four future-oriented ACES fields
(Autonomous, Connected, Electrified, Services/Shared).
The entire BMW 7 Series launch campaign has been designed in line
with the new aesthetic appearance of the brand in the luxury segment.
Just like the campaign film, all other communication materials
including the sales literature and the online channels of the new BMW
7 Series are harmoniously coordinated with each other in order to
provide the target groups in this vehicle class with an integrated and
holistic world of experience. “The launch campaign for the new BMW 7
Series highlights the luxury sedan’s unique combination of presence,
exclusivity and innovation using powerful imagery and emotional
staging”, says Kirsty Skinner-Gerth, Head of International Campaigns,
Artwork, Film, Entertainment Marketing. The campaign was devised by
the BMW Group in conjunction with Serviceplan Campaign International.
In addition to the campaign film, a product highlight film as well as
several cutdowns for different social media channels have been
produced. In this way the cinematic atmosphere, which symbolises the
character of the new BMW 7 Series, is authentically transferred to all
communication channels.
For the BMW Group the following persons were responsible for the
campaign:
Uwe Dreher, Director Brand Communication BMW BMW i BMW
M
Kirsty Skinner-Gerth, Head of International Campaigns, Artwork,
Film, Entertainment Marketing
Ann-Kathrin Geertz, International
Campaigns BMW, BMW i, BMW M
Gabriele Lemmle, International
Campaigns BMW, BMW i, BMW M, Project Manager THE 7