- BMW has kicked of its largest ever US advertising campaign to back the launch of the new 3 Series, emphasising the exhilaration and innovation of the 'The New 3'.
The fully integrated campaign, created by Fallon McElligott, includes television, magazines, newspapers, radio, internet, outdoor, direct marketing and special events.
The TV spots are an evolution of BMW's now almost trademarked style, combining black and white film with thought-provoking text. Two 30-second spots, " Science" and "More Room," break on 14 September on ABC's Monday Night Football and continue the week of 21 September on season premieres of top rated network prime-time and late-night programmes.
An extensive newspaper campaign will also begin running in the "Wall Street Journal" and "USA Today" starting the week of 21 September. In addition, a 16-page, four-colour insert which folds out to a 36 " x 18" poster of the new car will run in local newspapers across the US.
The press ads carry the copy: "From the company that defined the modern sports sedan another defining moment."
On the net, a drop box will introduce the New 3 to on-line visitors at www.bmwusa.com. Web users can click on the box and look at spec information on each car.
In addition to technical data and standard features and options, this expanded section offers four-colour photos and 360 degree movies, allowing prospects to view the interior and exterior of the car from all angles. Soon, the new BMW Virtual Centre will allow on-line users to build their own 3.