Munich. The world premiere of the
BMW Vision Neue Klasse marks a new beginning for the BMW brand, one
characterised by a completely fresh way of thinking and approach. THE
NEUE NEW is the title of the multi-channel campaign accompanying the
Bavarian premium carmaker’s ongoing process of transformation. The
campaign’s storytelling captures the central areas of action contained
within this transformation and brings an unusual angle to the idea of
The campaign THE NEUE NEW – developed and implemented by the
agency THE GAME created specially for the BMW Group and the BMW brand
– explains in an authentic and accessible way what underpins the “NEU”
of the forthcoming NEUE KLASSE. The use of the German word for “new”
references the name of this new-generation model series and has an
effective and memorable impact in non-German-speaking markets around
the world as well as at home. At the same time, the campaign shines
the spotlight on the brand promise “Freude forever.” and opens a
window to BMW as a future-facing brand focused on meeting peoples’ needs.
“THE NEUE NEW represents our journey into a completely new era of
mobility, in which we are putting people front and centre. And its
visual implementation is likewise very authentic, accessible and
human,” says Jens Thiemer, Senior Vice President Customer and BMW
Brand. “The campaign provides an initial example of how we are also
employing innovative communication approaches to drive forward the
transformation process BMW is currently navigating.”
THE NEUE NEW tells the story of the transformation alongside the key
future-focused fields the BMW Group has set itself: the ideal of a
circular economy as a progressive mindset geared towards preserving
resources; digitalisation focused on identifying and meeting peoples’
needs; and a commitment to electrification with the aim of making the
driving pleasure for which the brand is renowned something future
generations can also experience.
As a central hub in which these three elements converge, the
BMW Vision Neue Klasse embodies a fresh departure fuelled by optimism
for the future. Recalling the “mk1” Neue Klasse, which revolutionised
the brand’s product range in the 1960s, the storytelling approach is
deliberately playing on the German “Neue” in non-German-speaking
markets as well as at home and, in so doing, redefining the idea of
“the new” itself.
The BMW Vision Neue Klasse shows us here and now how Sheer Driving
Pleasure will be interpreted in the years ahead. At its heart is the
design language of “intelligent reduction to the essentials”.
Meanwhile, the latest generation of BMW iDrive delivers a digital,
immersive user experience in which the driver takes centre stage.
Every aspect of the development process took sustainability and
efficiency as the guiding themes.
THE NEUE NEW: 360-degree campaign follows a “social first” approach.
The campaign strategically orchestrated by THE GAME feeds all the
main touchpoints of the various target groups. Alongside various
influencer collaborations, the campaign focuses primarily on the
brand’s social media channels. A filter for Instagram and Snapchat
developed specially for the campaign also allows the
BMW Vision Neue Klasse to inspire its audience within an augmented
The 360-degree approach of THE NEUE NEW allows it to make a mark with
out-of-home activities and double-page spreads in print media, too.
The campaign is supported by other measures on BMW channels such as
the My BMW App, the brand’s homepage and FREUDE.FOREVER magazine. THE
MARCOM ENGINE was responsible for the media planning across all
channels and touchpoints.
During the IAA Mobility 2023 in Munich, the campaign also becomes a
physical experience. The concept behind the show stand for the BMW
Group’s Open Space at Max-Joseph-Platz was the work of creative
consultancy Meiré and Meiré. The installation for the BMW Vision Neue
Klasse followed THE NEUE NEW campaign approach and was accompanied by
communications input from Cologne-based creative agency Elastique, and
the key opinion leader & talent agency Pacific took care of the
on-site support programme.