[Jason]

BIMMERPOST NEWS

A Look Ahead at BMW F30 3 Series Launch Ad Campaign

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The campaign for the new BMW 3 Series. Sporting passion is the central theme.

24.10.2011

Munich . The sixth generation of the BMW 3 Series [official info] celebrated its début in Munich last Friday. The whole world was able to attend the presentation in the BMW plant and BMW Welt live, via Facebook. The BMW Group's most important volume model will be taking off at the beginning of February 2012. The launch campaign for the new BMW 3 Series underlines the sportily dynamic positioning of the vehicle, coupled with maximum efficiency and impressive design. Across all sales channels, the campaign consistently shows sportiness and passion as the central themes.

The first online measures can already be viewed at www.bmw.com and www.facebook.com/bmw. The online description on the BMW website provides all the information about the vehicle. Alongside details about the design of the vehicle, handling, efficiency, comfort and safety, the BMW lines are also presented. The new BMW 3 Series saloon is appearing initially in the BMW lines Sport, Luxury and Modern. In a BMW TV special, exterior and interior designers explain every facet of the vehicle. On Facebook, the new BMW 3 Series can be individually configured in the three equipment lines, paint colours and wheel rim design and can be viewed in a 360-degree image. The configured vehicle can then be posted and shared with friends.

The worldwide campaign will also start in print media and TV at the beginning of February. "With the campaign for the launch of the new BMW 3 Series, we have created a concept that is consistent through all the channels and offers our markets plenty of possibilities for adaptation", says Andreas-Christoph Hofmann, Head of BMW Brand Communication. "The launch campaign also integrates the fully hybrid model BMW ActiveHybrid 3, which will be appearing in the market in autumn 2012, and shows the connection between the sporty character and outstanding efficiency through the new combustion engines through to the innovative BMW ActiveHybrid drive technology".

The print advertisements, which also focus on the theme of sporting passion, work with a dynamic, artistic approach in the visual language and pick up the sporting spirit in the text too. With "VERSUS", a term that is taken directly from the world of sport, the adverts humorously underline the functions of the new BMW 3 Series.

The photographer for the print campaign is the German photographic artist Hubertus Hamm.

The TV spot shows the BMW 3 Series in emotional scenarios from various sporting disciplines. In addition to the new London Olympic Stadium, the world-class biathlete Natalie Björndalen and BMW's future DTM involvement also have a part to play. A particular highlight of the spot is the music: Billy Idol's "Dancing with myself" provides the perfect musical backdrop.

The creative agency for the central campaign is Interone, Munich.

[N54B30A]

...cool

[BMWI6]

awesome!

[ibarry92]

To be honest. The more I see it, the more it grows on me.

[liang]

Originally Posted by ibarry92

To be honest. The more I see it, the more it grows on me.

+1

So much more aggressive at the front.

[bugmcw]

Originally Posted by ibarry92

To be honest. The more I see it, the more it grows on me.

I want so bad to like it, but I just don't. Not at all. Not one bit.

[atown88]

Originally Posted by ibarry92

To be honest. The more I see it, the more it grows on me.

+2. Especially looking at the Blue Msport one on the top of this page. Ohhwee..

[Bimmerlover76]

Originally Posted by Liang

+1

So much more aggressive at the front.

+1

It is, but I definitely would only go for the M-sport or sport line. The luxury and modern lines have too much needless plastic up there. It has a very, very slight tang of... Pontiac... dun dun dun!!!

Part of me misses the old dash setup and the subtle curves, and the simplicity of it all. It was a classy design. The new one is very nice, but it is borderline cheeky and overdone. Just an opinion of course.

[wilstave]

Originally Posted by bugmcw

I want so bad to like it, but I just don't. Not at all. Not one bit.

absolutely agree...there is something just so unappealing about the proportions on this model....I hope the coupe can impress a bit better....I'm curious to see how the M3 ends up looking but as of right now, I'm completely turned off....as much as I don't want to be....sigh

[DaveL]

It's okay but still say it looks more like a mid cycle refresh only kind of bloated. Eh nothing to get overly excited about.

[Justin Spelman]

No surprise all the haters are current 3 series owners. I'd bet that to most objective viewers the f30 looks better than the e90 in almost every way.

[sward]

Is this the cars from the spypics som month ago where we first saw the unmasked F30?

[Jason]

Originally Posted by sward

Is this the cars from the spypics som month ago where we first saw the unmasked F30?

Yes, same model - http://www.f30post.com/forums/showthread.php?t=572138

[Jackbmw]

The only thing I do not about the new 3 Series is the shape of its bonnet when looking on the side of the car. I know that it is caused by the new pedestrians safety regulations but I do like it at all. The Z4 has the similar bonnet line but in a roadster it looks quite good. In the 3 Series it definitely doesn't. The nose and the bonnet of E90 were so nice...

[sward]

Originally Posted by Jason

Yes, same model - http://www.f30post.com/forums/showthread.php?t=572138

I can only see the licenseplate on one car and it is not the same. Do they change it in Photoshop for any reason or is it from a different photoshoot?

[Piotr74656]

Originally Posted by Justin Spelman

No surprise all the haters are current 3 series owners. I'd bet that to most objective viewers the f30 looks better than the e90 in almost every way.

Of course all the haters here are 3 series owners, it is a 3 series forum after all. I personally do not like the design and feel that the new 3 series has lost some of its class and is becoming increasingly more youth oriented. There is nothing wrong with that but being almost 30 years old now, I do not see myself buying another 3 series in the future. I will most likely replace my e92 with the F10 M5 or a Panamera. That's just my 2 cents.

[90degreeman]

I just used the Facebook configurator and it lets you chose 18" double spoke wheels that come with Sports version while configurating the regular base model. If this is true, I am happy

[shanecarmaster1]

Does anyone notice how far up on the tachometer 3 is? I notice little crap like that and I enjoyed having 3.75 at the top for so many years in my BMWs. 1 is practically where 2 should be!

[Red Bread]

Originally Posted by shanecarmaster1

Does anyone notice how far up on the tachometer 3 is? I notice little crap like that and I enjoyed having 3.75 at the top for so many years in my BMWs. 1 is practically where 2 should be!

Interesting. It appears that there's an indicator below 0 for the auto start/stop function. I wonder if US cars will continue not to have that and will have a different layout?

[bimmer_335]

Originally Posted by Piotr74656

I personally do not like the design and feel that the new 3 series has lost some of its class and is becoming increasingly more youth oriented. There is nothing wrong with that but being almost 30 years old now, I do not see myself buying another 3 series in the future. I will most likely replace my e92 with the F10 M5 or a Panamera. That's just my 2 cents.

I hope that they do a better job with F32. I'm in the same age group as you're, but the way i think is this... unless you have two kids (5+) or above 40, you dont belong in a F10.

[kinan_sleiman2006]

that"s coooooool

[Piotr74656]

Originally Posted by bimmer_335

I hope that they do a better job with F32. I'm in the same age group as you're, but the way i think is this... unless you have two kids (5+) or above 40, you dont belong in a F10.

I don't know..., I live in San Francisco where majority of 3 series drivers are kids and that makes the car much less appealing to me but the F10 on the other hand is very classy and I can defiantly see myself driving one. Like I mentioned in my original post though, that is just my opinion.