HELLO FUTURE – the BMW Germany Centenary campaign. Spotlight on the BMW brand and BMW 100 Years Innovation Models.

Munich. “HELLO FUTURE”, BMW Germany’s 100th
anniversary brand campaign is starting. To mark this milestone in both
brand and company history, the focus is not on the past, but on
looking ahead – to the future of mobility.

With its “HELLO FUTURE” claim, the campaign ties in
with last month’s BMW Group campaign, which concentrated on the
company itself and its future orientation. In the BMW Germany campaign
that now follows, the BMW brand takes centre stage, showcasing its
clear commitment to the future, as well as specific content and
special offerings.

Stefanie Wurst, head of Marketing, BMW Germany: “Brand and supply
orientation are not a contradiction in terms – with the BMW
VISION NEXT 100
as the main attraction and the 100
Years Innovation Models
, we have combined both. Every
dealer in Germany will have a piece of the future in their showroom,
so that they can be an innovation ambassador.”

The revolutionary BMW VISION NEXT 100 Vision Vehicle
represents the BMW brand’s innovative strength and identity as the
leading architect of future mobility. In the BMW VISION NEXT 100, the
focus is on the driver, who chooses how to experience “Sheer Driving
Pleasure” – actively driving themselves or supported by driver
assistance functions, all the way to autonomous driving.

At BMW, innovation takes place in the present, as well as the future,
throughout the model line-up: The BMW 100 Years Innovation
Models with Centenary Package
, in BMW’s German showrooms
since March, is proof of this. BMW customers can already enjoy a taste
of the future in these models. The Centenary Package is offered for
all BMW 1 Series, 2 Series, 3 Series and 4 Series models, as well as
the BMW X3 and X4 and two new plug-in hybrid models, and features the
most innovative special equipment currently available:

BMW Head-Up Display and Speed Limit Info; BMW ConnectedDrive (incl.
Concierge Service, RTTI, Deezer, Napster, email); Driving Assistant
(pedestrian and collision warning, lane departure warning); BMW
Navigation System Business and much more.

In Germany, in an integrated campaign concept, the
Innovation Models and Vision Vehicle will be deployed in waves in all
channels – TV, print and online, as well as retail communications, CRM
and at events.

All classic communication elements lead into the Content Hub
www.bmw.de/next100, with an
overview of all relevant information about the Vision Vehicle, the
Innovation Models and Innovation Days at retailers. An interactive
timeline also shows selected BMW brand milestones of the past 100 years.

The print campaign highlights the BMW VISION NEXT
100 and the 100 Years Innovation Models with Centenary Package in the
same futuristic setting.

The TV commercials, which will be broadcast in
several waves in various formats, focus on the BMW VISION NEXT 100.

The German TV spot builds on the international campaign based around
the claim “Exciting Times Ahead”. The film “Innovation Lane” is a
dynamic timeline on four wheels, showing the BMW VISION NEXT 100
Vision Vehicle and innovative milestones in BMW brand history.

Uwe Dreher, head of International Brand Communications BMW, BMW i,
BMW M commented: “This is not about individual innovations; BMW has
always questioned the status quo – and that attitude is conveyed by
this campaign.”   

The convoy is initially led by a BMW i8 and the new BMW 7 Series,
until joined by the VISION NEXT 100, which takes its place at the head
of the innovative vehicle fleet as it drives off into the future. In
Germany, five of the 14 Innovation Models follow the Vision Vehicle
into the future.

The highlight of the German campaign will be at BMW
dealerships
: On 30 April 2016, more than 530 dealers will
host the BMW Innovation Day, where customers, prospects and dealers
can celebrate the anniversary of the BMW brand at local level and look
ahead together to the mobility of the future.

Visitors will be able to experience the 100 Years Innovation Models
for themselves. Participating BMW dealerships will also offer visitors
a closer look at the interior and exterior of the BMW Vision Next 100
through the Vision Gate, a futuristic sculpture with
a display with Augmented Reality capabilities.

Connectivity leadership across the entire model line-up has become a
distinguishing feature for BMW. To allow visitors to experience
Connected Drive live for themselves in the showroom, retailers will
also be hosting the centrally coordinated “Connected Drive Challenge”.
Through the BMW Connected Drive Portal, the customer can participate
live in a contest to win 100 days in a BMW of your choice – with
priceless BMW moments guaranteed.

The BMW 100 Years Innovation Models will also have a special role in
event marketing in Germany. The German innovation
fleet will be present at major BMW Events, including the BMW Open in
May and the BMW International Open in June.

“HELLO FUTURE”, the German campaign to mark the 100th anniversary,
combines brand and retail communications, innovations of the future
and innovations of today.

 

Agencies:

 

TVC, centenary models:                                       Heye GRID

Print, centenary models:                                       Heye
GRID
Media Germany:
                                                   MediaPlus

BMW.de:
                                                               Hi-ReS!

 

TVC “Innovation Lane”:                                         Interone

Print “BMW Vision Next 100”:                              Interone

 

 

If you have any questions, please contact:

 

BMW Group Corporate Communications

 

Bernhard Ederer, Corporate Communications, Press Spokesperson
Marketing and BMW Welt
Bernhard.Ederer@bmw.de,
Tel: +49 89 382-28556, Fax: +49 89 382-24418

 

Media website: www.press.bmwgroup.com

Email:
presse@bmw.de

 

 

The BMW Group

With its three brands BMW, MINI and Rolls-Royce, 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 30 production and assembly facilities
in 14 countries and has a global sales network in more than 140 countries.

In 2015, the BMW Group sold approximately 2.247 million cars and
nearly 137,000 motorcycles worldwide. The profit before tax for the
financial year 2015 was approximately € 9.22 billion on revenues
amounting to € 92.18 billion. As of 31 December 2015, the BMW Group
had a workforce of 122,244 employees.

The success of the BMW Group has always been based on long-term
thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
conserving resources as an integral part of its strategy.

 

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