BMW is turning from car manufacturer into a company offering multiple services that are in demand with modern day customers. Since the release of its ‘Activate the Future’ series of documentaries, the brand has clearly put it that it was looking into expanding its offer and taking on multiple roles.
BMW
The smart brand, which last year started a war against dumb, is now getting more friendly and romantic. It kicked off a lovely international campaign developed at BBDO Berlin and revolving around travelling together in a car, which is designed just for couples, trying something new and being unique. The tagline of smart fortwo’s advertising push, which was launched across multiply media including print, online and TV, is ‘smart fortwo—A big idea for…’ mirrors the light-hearted and adventurous nature of the brand.
BMW is first partner of the wide-ranging exhibition ‘The Art of Enlightenment,’ which will open at the Chinese National Museum in Beijing on 1 April 2011. Conception and organization of the exhibition at the reopened National Museum of China are the joint efforts of the National Museums in Berlin, the Dresden State Art Collection, the Bavarian State Art Collection Munich and the National Museum of China.
The new BMW sub-brand focused on developing sustainable mobility solutions has been launched. “BMW i represents a new movement in premium mobility. The products and services have been conceived around a revolutionary approach: purpose designed and purpose built for sustainable, premium mobility. It’s a new day in our industry; a new era for individual mobility. This is BMW i—Born Electric,” said Ian Robertson, member of the Board of Management of BMW AG responsible for Sales and Marketing, in Munich on Monday.