On September 6, the latest nationwide brand campaign launched for the most powerful series-production model in the history of BMW – the M760Li xDrive, created by the agency Change Serviceplan.
The creative, with the main slogan “Be yourself in the most powerful BMW in history,” emphasizes a one-of-a-kind combination of dynamics and power with luxury. The campaign is the first installment of BMW’s new brand strategy and will run on TV, in cinema, print, online, and social media.
“Full of passion, exploratory, creative, powerful, inspiring” – that is the BMW M760Li xDrive. At the same time, these are the traits that characterize its drivers. The creative concept of the campaign produced by Change Serviceplan is based on the belief that BMW customers themselves know best who they are, what they want, and what matters most to them. Best of all, they will be themselves. BMW supports them in that. That is what the latest campaign is about.
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This is one of the brand’s most important campaigns in 2017. In it, we return to a strong message about dynamics and performance, which are among the main pillars of the BMW brand, and we combine it with its luxurious character. BMW supports the individuality of its customers by offering the highest-quality equipment from the BMW Individual collection, which allows them to create their own BMW reflecting the owner’s character – says Kacper Studencki, Brand and Customer Connection Manager
The creative agency Change Serviceplan is responsible for handling BMW as a result of winning the pitch in 2016, to which it was invited as part of the strategic partnership between Group One and Serviceplan Group. Serviceplan Group is responsible for the brand in 12 markets in the CEE region. Media for the campaign was planned by the media house Initiative.
Terms from the article
Social Media — Social media. Platforms that enable users to create, publish, comment on, and share content and build communities. For a brand, they are an organic, advertising, customer service, and analytical channel.
Why it matters: It combines reach, dialogue, and sales in one place: the brand speaks, listens, and responds where audiences spend their time. It is also a customer service channel and the first front in a crisis.
When it is used: Continuously: organic content, paid campaigns, handling inquiries, opinion monitoring, and collaborations with creators.
What happens if it is omitted: Absence from social platforms hands the narrative to others: the brand is being talked about anyway — just without its own voice.
TV — Television / TV. An audiovisual medium distributing programs, ads, and video materials through linear channels, streaming, or hybrid television. TV campaigns require planning of reach, frequency, spot format, airing, and audience measurement.
Why it matters: It remains unmatched in building mass awareness: no other channel delivers so many contacts with an audiovisual message at once. A TV presence also lends credibility to a brand in the eyes of retailers.
When it is used: For mass product launches, brand building, and campaigns requiring fast, broad reach.
What happens if it is omitted: Without television, quickly building broad recognition requires piecing together reach from many smaller channels — more slowly and not always more cheaply.
