The Principle of Joy: Innovative campaign for the BMW 1 Series moves into next phase

Alongside classic advertising, BMW is also using mobile marketing tools
more for the 1 Series Munich. The communication for the new BMW 1
Series is moving into the next phase in a broadly based campaign
involving print, TV and outdoor measures. Entertaining and informative
content will also be used to appeal to potential customers to a greater
extent via mobile channels such as mobile phones and handhelds/PDAs -
an innovation for BMW. The Internet platform www.prinzip-freude.de was
started back at the end of February. The theme of pleasure is the focus
of all activities. And this is also the campaign claim for the new
model: The new BMW 1 Series. The Principle of Joy. The new BMW 1 Series
is an important part of the company's model and marks the brand's entry
into the high-growth premium segment in the compact class. From
September, the new model aims to reach new, generally younger target
groups who describe pleasure as being one of their most important goals
in life. Dr. Wolfgang Armbrecht, Head of BMW Marketing in Germany:
"The campaign shows in a variety of ways what pleasure can do and
what everyone can achieve with it. We want to appeal to people on an
emotional level and make them curious about the new 1 Series, which is
the first model to take the driving pleasure typical of BMW into this
segment." Six pleasure motifs for advertising, giant posters and
projections As has happened on the web page already, the print campaign
started with the "Kermit" motif (the frog from the Muppets
Show) in Spiegel, Focus and Stern on 3 May. From 13 May to the end of
June, six pleasure motifs will be appearing, with 4/1 pages each, in
lifestyle magazines such as Amica, Gala, Fit for Fun etc.. Alongside
the classic advertising, giant posters and slide projections of
individual motifs will be used in major cities. In addition, some of the
motifs ("Kermit", "Tattoo" and "Buddha")
will be distributed as "Platinum Cards" in scene restaurants
and bars. "Joy" TV spot starts on 22 May with "Making
Of" on private stations From the end of May, the campaign will be
supported by a TV appearance over several weeks. The "Joy" TV
spot was direct by the Indian star director Tarsem Singh (42) and
produced by @ radical media. It was filmed over ten days in Cape Town,
South Africa and the Kalahari Desert at temperatures up to 45 degrees.
Kermit and Stan Laurel & Oliver Hardy (better known as Dick &
Doof in Germany) are amongst the star names who were persuaded to
appear in the TV spot. The TV campaign will be starting in Germany on 22
May at 20:12 hours, with a "Making Of" as part of the
"Spot premiere", broadcast in parallel on RTL, n-tv, PRO
Sieben, Sat1, N24, Kabel1, RTL2 and VOX. After this, the TV spot will be
seen on wide-ranging TV stations. BMW 1 Series Tour to visit almost
every German city this summer All the measures in the current print and
TV campaign refer to the BMW 1 Series Tour and to the web site at
www.prinzip-freude.de, which acts as the central point of contact for
further information about the new model. Anyone who would like to
arrange an early test drive in the new model on the BMW 1 Series Tour
can apply now at the site. Even before the market launch, the BMW 1
Series Tour will be visiting almost every German city in the summer.
The classic campaign was conceived by the Hamburg agency Jung von
Matt/Alster. Mediaplus in Munich is responsible for media planning.
For mobile phones: BMW 1 Series Challenge and BMW 1 Series Mobile Site
The mobile telephone is another communication channel that is
particularly suited to the younger target group for the new vehicle.
The mobile game "BMW 1 Series Challenge" can be downloaded
from major mobile phone service providers. Players race along nine
different tracks and control what is happening from the cockpit
perspective on the mobile phone display. All sorts of different modes
and levels provide variety and excitement and demonstrate the dynamic
driving style and the technology of the new BMW 1 Series. Another
mobile application - of a primarily informative nature - is the
"BMW 1 Series Mobile Site", which sets new standards of
design, ergonomics and functionality amongst the web sites for mobiles
and smart phones. Vehicle information in several languages can be
accessed at http://one.bmw.com via multimedia-capable mobile
telephones, and vehicle images, ring tones, screen backgrounds and -
from 14 May - a video can be downloaded. Visitors can then also send an
MMS free of charge. Just one click establishes a voice connection to
the Call Centre if users need more information in a direct dialogue or
want to order the vehicle catalogue. Mobile game players can also view
the international high scores in the BMW 1 Series Challenge and check
out playing tips on the mobile site - and anyone who does not yet play
will also find plenty of information and availability sources. In
Germany in particular, mobile phone users can also visit
mobile.prinzip-freude.de to find out the latest top events that are part
of the BMW 1 Series launch and to download ring tones and images to go
with the German BMW 1 Series campaign. With the 1 Series Mobile Site
and the 1 Series Challenge, BMW is, for the first time, using the
mobile telephone to a greater extent for the market launch of a new
product. "The mobile channel is a logical addition to our
communication mix. In Europe alone, there are already 75 million people
for whom a multimedia mobile is a constant companion", states
Jan-Christiaan Koenders, who is responsible for marketing
pre-development at the BMW Group. The BMW 1 Series Challenge was
realised by elkware GmbH in Hamburg. The Mobile Site was developed by
BBDO Interone, Hamburg. The Principle of Joy is also conquering the PDA
world Users of handhelds can also share in the "Principle of
Joy". The PDA version of the Internet platform for the new BMW 1
Series has been developed specially for this. At
www.prinzip-freude.de, registered users can download selected contents
onto their handhelds. Technical details and the first pictures of the
BMW 1 Series are available, for example. In addition to information,
the mobile portal also provides entertainment, of course. The unique
"BMW 1 Series Skin" (in combination with the "Z
Launcher") is a particular highlight for anyone who finds the
standard menu interface of the PDA too boring. The innovative BMW look
can be transferred directly to the handheld display. With a
three-dimensional menu and background images, users have a range of
interesting design options at their disposal. In addition, it also
integrates an events calendar which keeps PDA users informed about
important sports events and other dates, for example. Cinema previews
and award-winning films from the Short Film Award add to the enjoyment.
Everything can be transferred by portal to the PDAs. The PDA portal is
available to all handheld owners (from Palm OS 4.0). After registering
free of charge at www.prinzip-freude.de/pda, simple download options
are available immediately. After this, the required contents are
automatically transferred to the PDA every time synchronisation with an
internet PC is completed. Another option for downloading the portal is
through the BMW Activity Station. These infrared download stations
which were first introduced when the BMW X3 was launched are available
at BMW events such as Kiel Week, from 19.06.-27.06.04, or to guests at
the Kempinski Airport Hotel Munich. The portal was designed by Soldan
Advertising, Munich, and Eyeled and lieblinxNET were responsible for
programming. Dr. Wolfgang Armbrecht, Head of BMW Marketing in Germany,
sees great potential in mobile marketing: "The mobile phone and
PDA as mobile channels are a logical addition to our media mix. We will
also be able to use them in the future to attract new target groups,
support customers and increase customer loyalty." If you have any
questions, please contact: Corporate Communications Markus Sagemann,
Business and Finance Communication, IT / Marketing Communication
Telephone: +49 (0)89 / 382-68796, fax: +49 (0)89 / 382-24418 Marc
Hassinger, Business and Finance Communication Telephone: +49 (0)89 /
382-23362, fax: +49 (0)89 / 382-24418 This text and a wide range of
photos for the campaign are available from the PressClub:
www.press.bmwgroup.com e-mail: presse@bmwgroup.com