For years BMW has been a leader in automotive innovation at a consumer feature level. But they’ve often let other automakers market the same tech years later and get all the credit. With this new campaign BMW NA is clearly trying to tackle this problem by not only defining the brand as innovative but marketing specific technologies such as advanced HUD and surround view camera systems.
Official News: BMW of North America will introduce a new campaign, BMW Innovations, which will highlight how the range of BMW vehicles share several key technology features with the visionary BMW i8, a plug-in hybrid high-performance vehicle. The BMW i8, with the “i” standing for innovation, exhibits futuristic design and groundbreaking technology built upon BMW’s storied history.
“Innovation is at the core of everything we do. Following in the lead of the BMW i8, which epitomizes innovation, we are elevating the technology across our entire range of BMW models, as highlighted in this national campaign,” said Trudy Hardy, Vice President, Marketing, BMW of North America.
Beginning September 1, 2014, BMW will debut three new national television spots to further detail how the groundbreaking technological innovations within the BMW i8 transfer to the greater BMW family. All three spots feature the BMW i8, now on sale:
– “Looking Forward” uses cinematography to illustrate that the BMW i8’s Full-Color Head-Up Display is also available in the BMW 3 Series. Full-Color Head-Up Display projects important driving information, including speed limit, and assistance systems displays, including current speed, navigation and collision warnings, into the driver’s field of view.
– “Change” focuses on the impressive LED headlight technology as the BMW i8 dramatically transforms into the BMW 5 Series. It draws attention to Adaptive LED Headlights to provide brighter lighting and can turn in the direction the vehicle is traveling to provide optimal road illumination in every condition.
– “Eyes Everywhere” takes viewers on a cross-dimensional journey through the BMW i8’s iDrive screen to reveal Surround Camera System in the BMW X3. Surround View Camera System provides a 360° panorama view around the vehicle, which assists drivers while parking, maneuvering in tight situations or when navigating in areas with limited visibility.
In dealerships nationwide, customers will be encouraged to engage in a ‘tech drive,’ which allows them to experience the cutting-edge innovations in BMW vehicles first-hand. This integrated campaign also includes digital media and social media programs, designed to increase awareness of the technologies present in the BMW i8 and throughout the BMW family of vehicles.
KBS (kirschenbaum bond senecal + partners) is creative agency of record for BMW of North America. UM is responsible for media buying.