The international premiere of the BMW i3 was held simultaneously in the cities of London, New York and Beijing today. The revolutionary concept behind the new BMW i3 was presented to the global public in a live broadcast from the three locations. Launch communications for the new electric BMW i3 also got underway at the same time. The campaign for the new BMW i3 started worldwide with a standard international online presence focused on the launch film, a redesigned website with configurator and the first print ads. Social network communications round out the campaign. The corresponding TV campaign will debut in November to coincide with the vehicle’s pan-European market launch. The integrated campaign is a logical continuation of the urban positioning that has defined the BMW i brand since its launch in February 2011. Electric driving in a BMW i3 requires no sacrifice: This comfortable vehicle with the latest technology is highly suitable for everyday driving and boasts all the characteristics of a premium vehicle.
With the start of the campaign, interested users can easily configure the BMW i3 on the redesigned BMW i website and find all information on relevant topics, such as charging, everyday driveability, technology and BMW i dealerships. It is also easy and convenient to configure the BMW i3 or register for a test drive through the social networks – for example, on Facebook, where BMW i already has more than 1.3 million fans. Online banner ads will be displayed on relevant sites, such as blogs or comparison portals for electrical and hybrid vehicles, and also inserted into editorial content. From mid-August, the BMW i app for Android, iPhone and iPad will also be available with extended functionality such as location-based visualisation of the BMW i3 range, a photo gallery, a visualiser with 360° panorama interior views of the new BMW i3 and a tool for arranging test drives.
Uwe Dreher, responsible for BMW i Marketing Communications worldwide, summarises: “The aim of all our communications activities is to encourage people to take a test drive and, in that way, win them as potential customers for the vehicle – because the best way to experience the fascination, unique feeling and typical BMW driving pleasure of the electric BMW i3 is to actually drive the car for yourself.”
Shooting for both print and online launch campaigns for the BMW i3 took place in Los Angeles. Abstract scenes were deliberately avoided in the choice of visuals. Instead, the BMW i3 is shown in everyday situations familiar to its urban target audience. The band Phoenix provides the soundtrack for the launch film with its song “Lisztomania”.
The TV campaign, shot between the high-rises of downtown Chicago, will follow in November, to coincide with the market launch in Europe.
BMW i stands for visionary vehicles and mobility services, inspiring design and a new understanding of premium that is strongly geared towards sustainability. The BMW i brand redefines individual mobility. The BMW i3 is the world’s first premium electric vehicle purpose-built from the ground up for electric power, creating a car that guarantees typical BMW sheer driving pleasure with zero emissions.
The BMW i3 – the first series-produced vehicle from BMW i – transforms emission-free mobility into pure driving pleasure in a premium automobile. The BMW Group’s first pure electric model creates totally new and ground-breaking possibilities for driving pleasure, sustainability and networking in urban traffic. The visionary design of the BMW i3 provides an authentic expression of typical BMW sportiness and the efficiency of a four-seater. Its innovative vehicle concept includes a carbon fibre reinforced plastic (CFRP) passenger cell that combines light weight, stability and safety with an exceptional feeling of spaciousness. Driver assistance systems and BMW ConnectedDrive mobility services specially developed for BMW i, combined with the services of 360° ELECTRIC, make emission-free mobility in the urban environment a fascinating everyday experience.