Munich. BMW is launching a new BMW ConnectedDrive campaign with the tagline “So connected, you’re free”. The campaign will run in print, online and TV channels worldwide.
The global communication campaign showcases BMW as one of the world’s leading providers of web-based in-car services and highlights the brand’s innovative power. The campaign demonstrates how easy it is to use ConnectedDrive’s innovative, customer-oriented services and features, and explains the added benefits of BMW ConnectedDrive functions – convenience, safety, entertainment and flexibility.
Steven Althaus, head of Brand Management BMW and Marketing Services BMW Group: “The new campaign places even greater emphasis on our customers. The customer discovers the benefits of many BMW ConnectedDrive services and learns how they work in entertaining short episodes designed to make in-car networking more tangible and easier to understand.”
The print campaign comprises around 40 visuals, each depicting one of the functions of BMW ConnectedDrive – such as Real Time Traffic Information, Remote Services, Intelligent Emergency Call or BMW Head-Up Display. The ads and posters focus on the features’ added benefits for customers, with a visual language that is uncomplicated and emotionally powerful. All communication channels use their own specially-developed visual mechanics: Each motif is split to resemble the display in a car – the left half of the image shows the respective function, while the right features a motif with a corresponding story. A distinctive headline underscores the benefits of the function.
New short films also present the benefits of key BMW ConnectedDrive Services & Apps in a humorous and unconventional manner. The Concierge Services, Online Entertainment and Remote Services, for example, are incorporated into short stories with a surprise ending. The spots can be viewed on BMW TV and YouTube, or on the new BMW ConnectedDrive website under “Video gallery”.
In addition to an image film, four 30-second TV spots have also been created to highlight the campaign’s key message “So connected, you’re free” in emotionally-powerful images. The TVC spots also showcase BMW ConnectedDrive Services in short episodes with a focus on connectivity-based services, such as Real Time Traffic Information, Internet with Google Voice Search, Online Entertainment and Concierge Services.
Almost 20 short animated films have also been produced to explain individual services and functions to customers in a simple, easy-to-understand manner. These “functional films” can be found on the website and will also be shown at points of sale in BMW showrooms.
The redesigned BMW ConnectedDrive website at www.bmw.com/connecteddrive will also go live for the campaign launch. The new web presence is clearly set out and reflects the revised structure of BMW ConnectedDrive, based on the two pillars: BMW ConnectedDrive Services & Apps and BMW ConnectedDrive Driver Assistance. BMW i ConnectedDrive Services are grouped under a separate navigation item. A video gallery and a link to the new “My BMW ConnectedDrive” customer portal round out the website’s user-friendly navigation.
Lead agency, creative concept: Kirshenbaum, NY
Image film, artwork and TVC, creative concept: Kirshenbaum, NY
Image film, artwork and TVC production: Picture Farm, NY
Functional films, creative concept: Kirshenbaum, NY
Functional films, production: Sehsucht, Hamburg
Website: Interone Hamburg
Online customer portal: Interone Munich
Digital shorts, creative concept: Interone Munich, kbs+
Digital shorts, production: Agentur Hochkant, Munich
Print implementation: Hirschfänger, Munich
Link to the BMW ConnectedDrive website: www.bmw.com/connecteddrive
Link to digital shorts: www.bmw.com/connecteddrive-clips