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PressClub Global · Article.

Brightly coloured and full of driving pleasure: the launch campaign for the new BMW 1 Series.

The new model for the premium compact segment is presented for its international market launch in exceptionally entertaining TV and social media commercials.

Design, Concepts, Studies
1 Series

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Munich. With fresh aesthetic appeal, captivating dynamism and a wealth of fascinating details, the campaign for the worldwide market launch of the premium compact model very much reflects the character of the new BMW 1 Series itself. The elaborately produced short films show the new BMW 1 Series as the most exciting vehicle in its class, offering exceptional opportunities to experience hallmark brand driving pleasure. Viewers see the sporty 5-door model showcased in entertaining style with modern imagery and vivid colours, featuring not just rapid pan shots and fast cutting but also several comical elements. The co-star of the films – alongside the new BMW 1 Series – is a rooster who performs spectacular tricks on a skateboard.

With its modern design style, suspension technology enabling maximum agility and innovative connectivity features such as the BMW Intelligent Personal Assistant, the new BMW 1 Series offers a progressive form of driving pleasures geared specifically towards young target groups. This character is also reflected in the launch campaign. “With the launch of the BMW 1 Series and the campaign created for this purpose, we’re not just demonstrating that the third edition of this model leads the compact class in terms of driving dynamics, we’re also making a clear statement about design and lifestyle”, says Michael Sommer, Head of Brand Communication BMW.

The campaign films were shot in Cape Town, South Africa and directed by Specter Berlin, an established name in the hip-hop scene as co-founder of the Aggro Berlin label. He has also made a name for himself with music videos for Marteria and other hip-hop artists. The most recent production of his to attract attention was a video for the band Rammstein. In addition, Specter Berlin has been successfully involved in marketing campaigns for many years. It is his blending of the classic elements of product communication with a modern video-clip aesthetic that gives the campaign films for the BMW 1 Series their distinctive appeal.

In addition to a 30-second TV commercial, several 15-second cut-downs and other formats were also produced for use on social media channels. All communication instruments reflect the vivid, colourful character of the campaign. Thanks to the sheer power of the images, the communication does entirely without any additional product claim. The new BMW 1 Series is presented solely with its model name as “THE 1”.

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The following applies to consumption figures for vehicles with new type approval, September 2017 onward: The figures for fuel consumption, CO2 emissions and energy consumption are obtained in accordance with the specified measuring procedure (EC Regulation No. 715/2007), as issued and amended. The figures are for a basic-version vehicle in Germany. The bandwidths allow for differences in the choice of wheel and tire sizes and items of optional equipment and can be changed by the configuration.

Obtained on the basis of the new "Worldwide harmonized Light vehicles Test Procedure" (WLTP), the figures are converted back to the "New European Driving Cycle" (NEDC) for the sake of comparability. Values other than those stated here may be used for the purposes of taxation and for other vehicle-related duties relating to CO2 emissions.

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