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BMW has launched a global, multi-channel campaign to promote its expanding range of fully electric vehicles. The campaign emphasizes the brand’s signature qualities, such as exceptional driving dynamics, innovative technologies, and cutting-edge design. At the center of the campaign is a 30-second TV commercial that showcases the evolution of BMW’s brand and the transition to emission-free driving. Accompanied by video reels and stunning visuals, the campaign effectively highlights the unique “soul” of BMW and its commitment to electric mobility.
Key Highlights:
- Focus on Electric Mobility: The campaign highlights BMW’s lineup of fully electric vehicles, including the BMW i4, i5, i7, iX1, iX2, iX3, and iX.
- Multi-Channel Strategy: Video content is the primary format, with a TV commercial leading the way and additional reels shared on YouTube, Instagram, and through paid media.
- Emotional Connection: The hit song “Beautiful Things” by Benson Boone intensifies the emotional impact of the commercial, further connecting with viewers.
- Celebration of BMW’s Heritage: The commercial takes viewers on a fast-paced journey through BMW’s history, from its motor racing success to its current focus on electric mobility.
“With this emotional campaign, we are celebrating the unique soul of our brand, which has defined us since day one and which we have also carried into our fully electric BMW vehicles,” says Bernd Körber, Senior Vice President BMW Brand and Product Management.
By combining emotional storytelling with striking visuals, BMW successfully promotes its commitment to premium, emission-free mobility across diverse platforms. The campaign underscores BMW’s ongoing innovation while staying true to its core values.
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