WCRS rolls out launch campaign for BMW Z4

WCRS has developed a TV and press campaign for the launch of BMW's sporty convertible Z4 marque, which will compete against the likes of the Porsche Boxster.

The Z4 launch is intended to reinforce BMW's positioning as a luxury car marque in general.

The Z4, which goes on sale from 19 June, is replacing BMW's highly successful predecessor, the Z3.

"It is a very important year for BMW, with a number of model launches, but the Z4 is very significant in terms of building the brand as a whole," Jo Kendall, the communications director at BBJ Communications, BMW's media planning and buying agency, said. "The aim is for the quality attributes of the car to have a wider halo effect as a brand communication."

The campaign is being led with two 30-second television spots, which focus on the sleek craftmanship and sexy design of the Z4, promoting it as a car built for performance and speed. In "0 mph" the camera pans slowly around the car, which is stationary throughout the entire spot, showing off the model's image. The ad ends with the strapline: "0 mph never looked so fast."

The second commercial, called "fastest", begins with the Z4 silhouetted on the horizon as the sun rises. The shot cuts to show a close-up of the car with the convertible soft-top opening. It ends with the strapline: "The world's fastest softtop?"

The TV spots will run during high-quality programming. When it launches, the campaign will target the wider BMW market, made up of 45- to 50-year-olds on average, during programmes such as Inspector Morse.

The media schedule will then tighten to target a younger audience, around the age of 35, using the same creative but targeting programming that includes comedies.

Press executions will avoid mass-market blanket coverage in national press and will instead focus on supplements and targeted magazines including Vogue, Tatler and the winter sports title Fall Line.

Activity will be supported by the eight-and-a-half minute short film Beat the Devil, created by Fallon in Minneapolis. It will appear in Odeon and Warner Village complexes.

An online campaign is also being developed by Zed, the digital division of ZenithOptimedia.

The TV campaign was written by Steve Little and art directed by Andy Dibb. It was directed by Selby through Godman.

According to Mintel, between 1996 and 2001 BMW's share of the new car sales market grew by 44 per cent, from 57,000 to 82,000.