Munich. Alongside its elegantly sporty design and the
new arrival of an electric drive system (in the BMW i5), the all-new
BMW 5 Series Sedan captures the imagination most prominently with its
wealth of digital innovations. The Bavarian premium carmaker is
accompanying the market launch of the forward-looking business sedan –
now in its eighth model generation – in Germany on 21 October 2023
with a similarly innovative launch campaign focusing on both a
digital-first approach and the digital evolution of classical
advertising media.
The new BMW 5 Series brings advanced, electrified drive technology
together with pioneering driver assistance systems and digital
services, which both enhance comfort and safety and drive forward
cockpit digitalisation. In order to present these innovations, which
will strike a chord with technophile target groups in particular, in
an appealing and customer-oriented way, BMW has infused the campaign
with both emotionally rich storytelling and editorial content
examining visionary functions. A key element of this approach is the
new brand innovation campaign centred around a genial group of
guardian angels, whose job is made significantly easier by e.g. the
new BMW Proactive Care service.
Trailblazing digital services and features inspire innovative
launch campaign.
BMW Proactive Care is a revolutionary service set to be launched at
the same time as the new BMW 5 Series Sedan. It detects the servicing
requirements of BMW vehicles using artificial intelligence (AI), among
other things, and proactively offers solutions to the customer without
them having to take action themselves. From Condition Based Servicing
to digital tyre diagnostics, from Battery Guard to accident detection
as part of the automatic emergency call feature, the new BMW 5 Series
Sedan is able to identify servicing requirements or a need for
assistance in many different ways and report them to BMW via a
suitable communication channel in line with the customer’s preferences.
The new service pledge is just one of many innovations with which BMW
is once again breaking new ground in the use of digital technology.
The new display and control/operation system BMW iDrive with
QuickSelect – based on BMW Operating System 8.5 – offers features
including hosting capability for broad-based audio & video
streaming services and a totally new form of in-car gaming. Added to
which, the new Highway Assistant with Active Lane Change Assistant
enables extensive semi-automated driving. For example, the driver can
take their hands off the steering wheel in certain situations and
position them comfortably, provided they continue to monitor
attentively what is happening on the road.
Awareness campaign with a wide reach via TV, out-of-home,
print and radio.
The innovative orchestration of the Germany-wide launch
communications, which major in video content, reflects the progressive
character of the new business sedan in eye-catching style. While the
storytelling approach highlights the new features of the BMW 5 Series
Sedan, editorial advertising formats explore them in greater depth
with the help of detailed information.
The campaign kicked off on 13 October with the “Guardian Angels” TV
commercial enjoying premium placement on ARD. The prime slot
immediately before the Tagesschau news magazine at 8.00 p.m.
offers an excellent advertising environment and the potential to reach
a particularly large and engaged target group. This strategy also
comprises a 30-second commercial on all wide-coverage public and
private channels. Placement on linear television is complemented by
targeted programmatic actions on addressable TV (ATV). This is the
first time ATV has been included as a campaign element and combines
the benefits of TV and digital advertising. For instance, it appeals
above all to people who have not previously been contacted by the
campaign. As well as the TV commercial, all the other films in the
“Guardian Angels” series will also be available from classical online
media libraries such as Sky or SevenOne Media and via video portals
like YouTube. An additional highlight in the pipeline are two ad
integrations during UEFA Champions League football match broadcasts in
the autumn.
Innovative orchestration opens up new channels and target
groups for BMW.
By placing ads in a handpicked selection of high-reach business and
automotive podcasts, BMW is also employing a new and tailored approach
to contacting target groups: bringing in another suitable audio
channel for the audience at hand to complement classical radio advertising.
The campaign also features out-of-home measures including
head-turning digital advertising media, which create a modern and
innovative presence in the public space across Germany. Added to
which, prominent daily fixed placements with large-surface video
integrations in a variety of relevant online magazines, such as
Der Spiegel, T-Online and Manager
Magazin, team up with an expansive social media campaign covering
the market launch on 21 October 2023 to ensure a far-reaching digital
media presence. An attention-grabbing print campaign including
large-scale formats and advertorials in news, business &
technology publications, as well as national daily newspapers,
provides a further boost.
https://www.youtube.com/playlist?list=PLNO-nk0jzdBriqBWNZpQyv9Wg9acgHvjB
In the event of enquiries please contact:
Corporate Communications
Cypselus von Frankenberg, Product Communication BMW Automobiles
Telephone: +49-89-382-30641
E-mail: Cypselus.von-Frankenberg@bmw.de
Ingo Wirth, Head of Product and Brand Communication BMW
Telephone: +49-89-382-25814
E-mail: Ingo.Wirth@bmw.de
Internet: www.press.bmwgroup.com
E-mail: presse@bmw.de
The BMW Group
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the
BMW Group is the world’s leading premium manufacturer of automobiles
and motorcycles and also provides premium financial and mobility
services. The BMW Group production network comprises over 30
production sites worldwide; the company has a global sales network
in more than 140 countries.
In 2022, the BMW Group sold nearly 2.4 million passenger vehicles
and more than 202,000 motorcycles worldwide. The profit before tax
in the financial year 2022 was € 23.5 billion on revenues amounting
to € 142.6 billion. As of 31 December 2022, the BMW Group had a
workforce of 149,475 employees.
The success of the BMW Group has always been based on long-term
thinking and responsible action. The company set the course for the
future at an early stage and consistently makes sustainability and
efficient resource management central to its strategic direction,
from the supply chain through production to the end of the use phase
of all products.
Facebook: http://www.facebook.com/BMWGroup
Twitter: http://twitter.com/BMWGroup
YouTube: http://www.youtube.com/BMWGroupView
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BMW i5 eDrive40: Power consumption in kWh/100 km: –
(NEDC)/18.9-15.9 (WLTP); electric range (WLTP) in km: 497-582.
BMW i5 M60 xDrive: Power consumption combined (WLTP):
20.6-18.2 kWh/100 km, range: 455-516 km (WLTP).
