Η BMW launches an international multi-channel campaign for premium emission-free mobility, interpreting the brand's classic values through the lens of electrification.
In particular, Bavarian luxury vehicle manufacturer BMW is using an elaborately orchestrated campaign to highlight its wide range of all-electric models, which now includes the BMW i4, BMW i5, BMW i7, BMW iX1, BMW iX2, BMW iX3 and BMW iX. The multi-channel campaign focuses communication on the values that have always been associated with the BMW brand - outstanding dynamics, innovative technologies, recognizable design and top driving comfort.
The global campaign is mostly based on video communication. It was launched with a 30-second TV spot. This was uploaded to the brand's social media channels - notably YouTube and Instagram - and with the help of paid promotions was shown in individual markets. The commercial invites the viewer to discover the "soul" and character of BMW in a short journey through the brand's history: from its victories in motor racing, its distinctive design language and expertise, and its timeless talent for innovation, to its transition to electric mobility. The joy of driving has been inextricably linked to BMW since its founding - and this commercial brings it to life through its all-electric models.
Advertising and emotion
The soundtrack "Beautiful Things" by American singer Benson Boone turns up the emotional intensity in the commercial. The track has surpassed 1.3 billion "streams" on Spotify alone and has been one of the most popular on social media platform TikTok for several months.
The emotionally charged film is accompanied by other elements. For example, five reels have been created that focus on key brand attributes - Performance, Heritage, Innovation, Motorsport and Community. Other reels telling inspiring social media stories about the various all-electric models complete the multi-channel campaign.
"With this emotional campaign we are honouring the unique soul of our brand, which has defined us from day one and which we have carried over to our all-electric BMW vehicles," comments Bernd Körber, Senior Vice President BMW Brand & Product Management. "Ultimately, our customers represent the true essence of BMW and experience unadulterated driving pleasure in all our models."
