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BMW’s first ‘made in India, for India’ campaign

13-September-2012
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BMW’s first ‘made in India, for India’ campaign

The campaign for BMW 3 Series Sedan, which positions the car as ‘The Ultimat3’, is being touted as the first BMW campaign that is ‘made in India, for India’.

Liquid Campaign is the creative lead agency for BMW in India (360 degrees, classic and digital, full service). Isobar is handling media (digital), while Carat is doing media (classic).

Kay Koester, Executive Creative Director, Liquid Campaign said, “We have been doing a lot of Indianised and localised campaigns for BMW. But this is more or less the first one to introduce the car in a very different way than what has been done internationally.”

While in the other markets the sportiness of the car was emphasised with lines such as ‘Goosebumps vs. speedbumps’, in India, the company wanted to go back to the core of the brand and make the product the hero. “That’s why we decided to go for a totally different approach. Being a leader in the highly competitive and dynamic Indian market, BMW needed to make a strong statement,” added Koester.

The TVC focuses on the car, while the line ‘Superior by evolution’ explains the attitude of the brand, explained Koester.

He further said that the communication is based on the heritage and milestones of the 3 Series. The ad comprises classic material from the BMW archives as well as international footage from a UK-based agency. The entire TVC has been produced in Germany in 3D and real footage.

The brief
The brief was to depict the strength and supremacy of the BMW 3 Series Sedan. Hence, Liquid Campaign positioned the BMW 3 series as ‘The Ultimat3’.

The target audience is the 28-40 year old male, who wishes to move into the luxury car segment and is extremely particular about the brands he would like to be associated with.

Media mix
The campaign is pan-India with a focus on the top 10 major cities of the country. While the campaign started with online and activation, every medium has been optimised. TV, print and digital are the key mediums, along with OOH, mall activations, road shows and exclusive dealership preview events. Facebook, YouTube and Twitter pages have been used to drive social media activity.

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