Munich. With two new communication campaigns, the
premium automobile manufacturer BMW is directing attention to the
growing diversity in its range of Sports Activity Vehicles and plug-in
hybrid models. The TV commercials and online films produced under the
motto “Choose your X” convey a sense of the different living
environments in which one of the BMW X models – of which there are now
seven in total – is the perfect choice. The short film series “Unplug
Play” shows how straightforward it is to enjoy electrically
powered driving pleasure in a BMW plug-in hybrid model – literally
simple enough for a child to understand.
Both campaigns are designed for international use. The start of the
“Choose your X” campaign coincides with the market launch of the new
BMW X1 and the new BMW X6 and is set to dominate presentation of the
BMW X models in TV, online and print communication over the course of
the next three years. The short films under the title “Unplug
Play” will be shown on YouTube as well as being used for other social
media activities.
The letter X as a symbol of independence.
The world of mobility is full of decisions to be made: left or right,
laid back or sporty, on-road or off-road? The BMW X models provide the
perfect answer to many of these questions: everything is possible.
They offer driving pleasure without compromise, combining dynamic
performance, comfort and agility with generous space and unbridled
forward thrust with exemplary efficiency. As such, the letter X has
come to symbolise freedom of choice and independence, which is why it
is the focus of the new communication campaign “Choose your X”. Of
course it’s up to viewers themselves to decide which of the BMW Sports
Activity Vehicles and Sports Activity Coupés – of which there are now
seven in total – best meets their needs.
The internationally homogeneous communication instruments will be
deployed across all automobile markets worldwide, focusing on the
shared character elements of the BMW X models. Three TV commercials,
two online launch films and eight additional films of varying lengths
have been produced for this purpose. The campaign motifs derived from
these also serve as a basis for the presentation of the BMW X models
in the online and print areas.
The modular structure of the campaign makes it possible to highlight
individual models and the entire BMW X family. Striking emotional
imagery and a powerful musical background express the core
characteristics that enable the BMW X models to individually fulfil
the desire for independence and freedom: a supreme appearance,
versatile driving characteristics and progressive technology in the
areas of operation and connectivity.
The BMW X5 was the first model of its kind to combine the versatile
qualities of an all-wheel drive vehicle with hallmark BMW sporty flair
on the road: 20 years after its debut, the unmistakable
characteristics of a BMW X model can now be experienced in a range of
different of segments. In the premium compact segment, the BMW X1
Sports Activity Vehicle and the BMW X2 Sports Activity Coupé have
become established as globally successful entry-level models.
Meanwhile, the BMW X3 and BMW X4 in the mid-size segment and the BMW
X5 and BMW X6 in the luxury performance segment also provide a diverse choice.
Sustainable mobility – simpler than ever.
In the short films in the series “Unplug Play”, BMW
entertainingly showcases the fascination of purely electrically
powered and therefore locally emissions-free mobility. The main
protagonist of the commercial is a little boy who is already very
familiar with the straightforward procedure for using a BMW plug-in
hybrid model – simply take out the plug and the fun begins. In a range
of different situations, his pulling of a plug sets in motion an
action-packed chain of events. At the end of the film, he pulls the
charging plug of his mother’s BMW 330e Sedan (combined fuel
consumption 1.9 – 1.6 l/100 km; combined power consumption
15.4 – 14.8 kWh/100 km; combined CO2 emissions
43 – 37 g/km) out of the Wallbox, and the two of them set off to enjoy
electrically powered driving pleasure in the plug-hybrid model together.
This humorous film focuses on the ease and peace-of-mind that is
offered by using electrical energy for sustainable driving pleasure. A
75-second version of the commercial can be seen on the international BMW
YouTube channel. Shorter versions have also been produced for
use on social media.
In the area of plug-in hybrid models, BMW offers a level of diversity
that is unique within the competitive environment. The spectrum ranges
from the highly versatile BMW 225xe Active Tourer (combined fuel
consumption 2.1 – 1.9 l/100 km; combined power consumption
14.2 – 13.5 kWh/100 km; combined CO2 emissions
47 – 42 g/km) in the compact segment through to the plug-in hybrid
sedans of the BMW 3 Series, BMW 5 Series and BMW 7 Series and the
BMW X5 xDrive45e (combined fuel consumption 2.0 – 1.7 l/100 km;
combined power consumption 23.5 – 20.3 kWh/100 km; combined
CO2 emissions 47 – 39 g/km) as well as the sports cars BMW
i8 Coupé (combined fuel consumption 1.8 l/100 km; combined power
consumption 14.0 kWh/100 km; combined CO2 emissions
42 g/km) and BMW i8 Roadster (combined fuel consumption 2.0 l/100 km;
combined power consumption 14.5 kWh/100 km; combined CO2
emissions 46 g/km). Production of the BMW X3 xDrive30e is due to begin
before the end of this year. It will be followed next year by plug-in
hybrid variants of the BMW X1 and the BMW 3 Series Touring. By 2025
the BMW Group’s range will comprise a total of 25 models with electric drive.
In Germany, the BMW Group is the market leader in the segment of
electrically powered automobiles with a share of nearly 20 per cent.
In the first six months of 2019 the company was able to sell more than
10,000 vehicles in its home market which are either purely
electrically powered or fitted with plug-in hybrid drive. This was an
increase of some 60 per cent over the previous year. The BMW Group’s
worldwide share of the segment of electrically powered automobiles is
approximately 13 per cent.