BMW 1 Series Coupé

http://www.bmw.com/1seriescoupe

Task.

The BMW 1 Series Coupé intensifies the moment. Its outstanding design and exceptional performance make it the top sporty model in the BMW 1 Series range. What does it feel like? Like condensed 1ntensity. Interone was commissioned to develop a unique showcase for the web and beyond.

Strategy.

The online adaptation of the above-the-line campaign "Condensed 1ntensity" is designed to appeal to a young, male target group across their preferred channels. Using communication that challenges the target group and gets across the extra-special feeling of the 1 Series Coupé – even reaching those people who normally don't search for information about new models and who don't visit bmw.com. Social web activities, mobile solutions, mailings, supplements and POS measures are developed especially for this target group.

Realisation.

"Are you ready for 1ntensity?", asks the BMW 1 Series Coupé − not only on its website, but also on YouTube and MySpace. Under the title "the 1ntense", the campaign has its own unique profile. In the interactive online special, all vehicle films and the freely-configurable 360° Visualizer can be downloaded and then integrated into blogs, forums and websites via codes. In addition, the potential customer gets an initial dose of "Adrnln" − dispatched in pharmaceuticals packaging −, whose "patient-information leaflet" contains a list of the product features.

Deutsch

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