Joy
BMW
One of the first mobile marketing cases in car advertsing.
Here's to the early adapters!
The communication for the first BMW 1 Series was moving a broadly based campaign involving print, TV and outdoor measures. Entertaining and informative content were also used to appeal to potential customers to a greater extent via mobile channels such as mobile phones and PDAs - an innovation for BMW.
The compact class - a new territory
The new BMW 1 Series was an important part of the company's model and marks the brand's entry into the high-growth premium segment in the compact class. From 2004 the new model aims to reach new, generally younger target groups who describe pleasure as being one of their most important goals in life.
A campaign claim as platform
The new BMW was the first rear-wheel drive vehicle. That’s why it brings pleasure to the compact-class. Every communication asset was connected to the Internet platform www.prinzip-freude.de (Principle-of-Joy). The theme of pleasure is the focus of all activities. And this was also the campaign claim for the new model.