BMW i, an electric car brand, is rolling out a marketing effort centered on its pioneering spirit and passion for sustainability, innovation and the ability to shape the future of mobility. The campaign dubbed “Driving the Next Movement” features historically-significant icons to highlight the BMW Group’s sub-brand visionary thinking focused on technology and environmental challenges.
Having started on May 13, the campaign encompasses social-media promotion, web banners and three prints. The latter celebrate the idea that “the quantum leap” by BMW i is made collectively and timely, and also has more profound and long-term effects than some of the past scientific and technology achievements. The visual featuring Albert Einstein writing a formula on a chalkboard reads: “Some revolutions are sparkled by a single ides. Ours by many.” The one featuring Leonardo da Vinci’s sketches claims that “Some revolution are ahead of their time. Ours is now,” while the visual with Buzz Aldrin’s footprint on the Moon states that “Some revolutions are temporary. Ours is sustainable.”
The campaign directs users to the dedicated page, available in two languages, German and English. The prints also include a QR code, which opens a video featuring both mobility drivers of BMW Group and employees engaged in the development of the BMW i subbrand, introduced in early 2011. In the film, the brand tells about six major elements of building the car of the future—these include the use of sustainable materials. In the spot, the brand also reveals some secrets behind the electric vehicle’s range, which usually triggers curiosity.
The Munich-based agency Interone was behind the creative concept and implementation of the campaign, while the film was created by TVT, Munich. The new campaign’s images and voice mirror the sustainability strategy of the BMW Group.
“The BMW Group’s vision is to shape the mobility of the future. With our clear focus on premium, sustainable mobility, we, as a company, drive change and are providing innovative solutions. For these reasons it is a BMW Group campaign, highlighting how our employees contribute to revolutions, large and small, through their day-to-day work,” commented Bill McAndrews, Vice President Communications Strategy, Corporate and Market Communications at BMW Group.
