BMW Unleashes Exciting Campaign for New 5 Series and i5 Launch
The all-new BMW 5 Series Sedan, set to launch in Germany on October 21, 2023, not only impresses with its sporty design and the introduction of an electric drive system in the BMW i5 variant but also stands out for its digital innovations. This eighth-generation business sedan combines advanced electrified drive technology, cutting-edge driver assistance systems, and digital services to enhance comfort, safety, and cockpit digitalisation. BMW has devised a marketing campaign that merges emotional storytelling with editorial content, focusing on visionary functions and a group of guardian angels as its central theme.
One pivotal innovation accompanying the launch is the BMW Proactive Care service, which employs artificial intelligence (AI) to detect vehicle servicing needs and offers proactive solutions to customers, all without requiring their intervention. This service covers various aspects, from Condition-Based Servicing to digital tire diagnostics, Battery Guard, and accident detection through an automatic emergency call feature. This level of digitalisation represents a significant leap in BMW's use of digital technology.
The BMW iDrive system, based on BMW Operating System 8.5, is another highlight, boasting hosting capabilities for audio and video streaming services, along with in-car gaming. The new Highway Assistant with Active Lane Change Assistant also allows for semi-automated driving, permitting the driver to remove their hands from the wheel in certain situations temporarily.
The marketing campaign incorporates a multi-faceted approach, utilising TV, out-of-home, print, and radio channels to reach a broad audience. The "Guardian Angels" TV commercial premiered on October 13 and was strategically placed before the Tagesschau news magazine, targeting a large and engaged viewership. Additionally, a 30-second commercial was featured on various public and private channels. Programmatic actions on addressable TV (ATV) were introduced to extend reach, blending TV and digital advertising.
The campaign extends its reach into the digital realm by utilising online media libraries like Sky and SevenOne Media and video portals like YouTube to host the "Guardian Angels" series. Furthermore, two ad integrations are planned during UEFA Champions League football match broadcasts. To connect with target groups uniquely, BMW is also advertising on high-reach business and automotive podcasts, diversifying its approach.
Out-of-home advertising employs digital media to create a modern presence in public spaces across Germany. Daily fixed placements with large-scale video integrations on relevant online magazines, such as Der Spiegel, T-Online, and Manager Magazine, along with a comprehensive social media campaign, ensure a strong digital media presence. A print campaign featuring large-scale formats and advertorials in news, business, technology publications, and national daily newspapers complements these efforts.
In summary, the launch campaign for the new BMW 5 Series Sedan is a testament to the brand's commitment to innovation, both in its vehicles and its marketing strategies. Through traditional and digital channels, BMW aims to captivate a broad and technophile audience, showcasing their latest business sedan's impressive features and digital advancements.