Cannes Lions

BMW 3 SERIES COMPACT

BBDO INTERONE , Hamburg / BMW / 2003

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The objectives were to generate awareness during a two-phase campaign, to reinforce the car’s position as a “brand appetiser” with all the features that a genuine BMW should have, and to create new purchasing impulses by focussing on the range of individual choices and combinations of engines, colours and equipment offered. Throughout the online-special the core message “Individuality” serves as a symbol for the versatile range of selection possibilities.

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