The success story of the BMW 3 Series began 37 years ago and since its debut in 1975, more than 12 million customers in over 130 countries have purchased a BMW 3 Series. Since then, each of the five generations of the BMW 3 Series has established segment-founding milestones in the automobile industry.
Based on the idea of strength and supremacy, Liquid Campaign India created THE ULTIMAT3 launch campaign for the all-new BMW 3 Series in India. A 360 degree campaign encompassing all channels was conceptualized to reinforce that the all-new BMW 3 Series is the ultimate drive and superior by evolution. The campaign has successfully created buzz across all platforms in four phases: the milestones, the heritage, the pre-book and the launch phase.
The Milestones phase celebrated historical moments associated with the last 5 generations. A special teaser video of the same was posted on the central campaign website rousing curiosity of tens of thousands.
The second phase presented the BMW 3 Series heritage. The phase showcased how each generation evolved to reinvent and revolutionize the BMW 3 Series, adding to its innovations and taking its reputation further.
Phase three involved teasing the people with sneak glimpses of the car and announcing that THE ULTIMAT3 is coming soon. THE ULTIMAT3 was camouflaged with QR codes and generated buzz all over India. It was seen in New Delhi, Mumbai, Bangalore and other cities. Scanning the QR code lead directly to the campaign website. QR code ads and several waves of online banner campaigns drove the people into THE ULTIMAT3 teaser phase.
The launch phase witnesses the unveiling of the THE ULTIMAT3 by the indian cricket legend Sachin Tendulkar during a sophisticated launch event in Mumbai. THE ULTIMAT3 TVC, exclusively produced for the indian market, will be aired across key television channels. Launch communication will be seen in all major national dailies, billboards in exclusive events, closed rooms and open house events, amidst loads of excitement and fun. Also, all the BMW dealerships across India will sport the new BMW 3 Series branding and communication.
“The huge success of the ULTIMAT3 launch campaign for the new BMW 3 series shows the great potential of market specific communication versus pure international adaptation.” said Kay Koester, Executive Creative Director, Liquid Campaign India
“The success of our ULTIMAT3 campaign in India proofs the big potential of our partnership with BMW India.” added Claudia Woelfle, General Manager, Liquid Campaign India
For THE ULTIMAT3 campaign, the TVC, ATL, BTL, Online, Mobile, POS and Event communication was conceptualized, created and executed entirely by Liquid Campaign which is based in New Delhi/Gurgaon and services clients such as BMW, MINI and Lufthansa.
Credits – Agency Lean: Claudia Woelfle (General Manager). Creative Lead: Kay Koester (Executive Creative Director). Project Lead: Aman Kishore (Client Service Director). Copy: Kay Koester (Executive Creative Director), Bhavna Mathur (Creative Director Copy), Anton Gusarov (Senior Copywriter) Art: Kay Koester (Executive Creative Director), Sunil Gupta (Creative Director), Elizaveta Averbukh (Senior Art Director), Harmeet Singh (Art Director), Harsimran Matharu (Art Director). Final Artwork: Jasvinder Singh (Director Studio), Deepak Kar (Studio Operator), Anil Kumar (Studio Operator). Online, Mobile & Social Media: Kay Koester (Executive Creative Director), Klaus Irmer (Creative Director Concept), Margaux Gunepin (Account Manager), Patrick Decaix (Creative Director) , Bharat Chauhan (Senior Art Director), Alex Milde (Interactive Developer). Account Management: Aman Kishore (Client Service Director), Ratish Kayrat (Account Manager), Karan Karol (Account Manager).
TVC Credits – Idea, Storyboard & Script: Kay Koester (Executive Creative Director). Project Lead: Claudia Woelfle (General Manager), Aman Kishore (Client Service Director). Production Company: CONTRA Service productions & weareflink, Hamburg. Sounddesign: Supreme Music, Hamburg
Short Film Credits – Idea, Storyboard & Script: Kay Koester (Executive Creative Director). Project Lead: Aman Kishore (Client Service Director). Production Company: Show & Tell, New Delhi.