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When BMW introduced the 1 Series in autumn 2004, it represented a completely new vehicle class for the company. Various forms of dialogue were employed in the run-up to the launch in order to generate a large number of potentially interested parties. Two major objectives were pursued, depending on client qualification:
1. To offer an exclusive test drive before the official market launch
2. To generate new target groups through a new (for BMW) dimension in media networking in order to establish a continuing dialogue with potential buyers.
The website (www.prinzip-freude.de) was the focus of the campaign, representing a central generation and maintenance tool and thus serving as the backbone of the 1 Series campaign. For the first time in the history of BMW, ATL techniques were designed to generate leads. This involved a form of communication that was untypical of BMW: It revolved around the experience and attitude to life of the target group. These methods were accompanied by the full spectrum of dialogue marketing, leading to an exemplary campaign of media networking in the automotive sector.
Interone Worldwide GmbH