Munich. Anyone who thought “Too Much” was not enough
has come to the right place at “M Town”. BMW M GmbH is continuing last
year’s successful “Too Much” storyline with the launch of a new online
campaign. From September, the motto will be: “Welcome to M Town, where
too much is just right.”
The basic idea is very simple: M Town is a place unlike any other – a
place where everyday situations are experienced in their own special
way. This is exactly why it is the ideal home for all petrolheads and
horsepower enthusiasts and embodies the identity of the global BMW M
Community so perfectly. The town does not represent a physical place.
It thrives wherever there is a passion for high performance – because
genuine enthusiasm for BMW M knows no bounds.
“M Town” is also a social and digital communications platform for BMW
M fans all over the world. Since 7 September, car fans worldwide have
been able to register as new citizens of M Town on bmw-m.com and create
their own individual digital BMW M Pass. In addition to unique
storytelling elements, this major campaign incorporates original
online videos and creative merchandising, with other exclusive
surprises in store for the community. “M Town” also serves as the main
theme for numerous events around the globe.
“The continuation of the successful ‘too much’ communications story
will allow our fans to experience the next level of emotional
identification with our brand,” explains Peter Quintus, Vice President
Sales and Marketing at BMW M GmbH. “’M Town’ represents an attitude to
life that BMW M has always stood for – ultimate enthusiasm, maximum
performance and the courage to be unconventional.”
This feeling is also conveyed by a series of online videos produced
by director Micky Sülzer and Grimme award-winner Bader el Hindi. The
sequences transform everyday urban contexts – from cinema to church –
into special venues, with punchlines that speak to all car
enthusiasts. With the slogan “Only in M Town”, the town presents
itself as a utopia for all car lovers, featuring protagonists such as
the BMW M2 Competition and the BMW M850i.
The video series provides plenty of inspiration for individual
storytelling. During the “too much” communications campaign launched
in 2017, millions of car fans worldwide shared their own pictures,
linked with characteristic M statements, such as [too loud] or [too
powerful]. “M Town” develops this idea further and creates a new and
exclusive platform for special M moments. On the bmw-m.com website, users
can record their individual emotional experiences with BMW M in the
Community Map, a digital map of the world, using the hashtags
#M_Town and #MNation. These shared
experiences are the foundation of “M Town” and enable the community to
grow through the creative involvement of its citizens.
“BMW M thrives on the passion our fans share for highly-emotional
products,” according to Lothar Schupet, Director Global Sales and
Marketing BMW M. “‘M Town’ gives this enthusiasm a creative space for
individual storytelling. In this way, we are increasing the brand
identification of our loyal community – and, at the same time,
providing a source of inspiration for new target groups.”
The digital communications campaign complements the BMW M sub-brand’s
successful product offensive in the high-performance and performance
segment. In addition to the launch of new products, like the BMW M2
and M5 Competition, and exclusive models, such as the BMW M3 CS, BMW M
offers a broad range of products poised for strong growth in the
future. Over the past ten years, BMW M has more than tripled its sales
of M and M Performance cars. In line with its corporate strategy
NUMBER ONE NEXT, the BMW Group boasts a strong and successful
presence in the highly profitable high-performance segment with these vehicles.
Agencies
Creation: Jung von Matt / Next Alster, Hamburg
Production: Bigfish, Berlin
Director: Micky Sülzer
Art department: Bader el Hindi
If you have any questions, please contact:
BMW Group Corporate Communications
Julian Hetzenecker
BMW Group Business and Finance Communications
Telephone: +49 89 382 39229
Email: julian.hetzenecker@bmw.de
Micaela Sandstede
BMW Group Business and Finance Communications
Telephone: +49 89 382 61611
Email: micaela.sandstede@bmw.de
Internet: www.press.bmw.de
Email: presse@bmw.de
The BMW Group
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW
Group is the world’s leading premium manufacturer of automobiles and
motorcycles and also provides premium financial and mobility services.
The BMW Group production network comprises 30 production and assembly
facilities in 14 countries; the company has a global sales network in
more than 140 countries.
In 2017, the BMW Group sold over 2,463,500 passenger vehicles and
more than 164,000 motorcycles worldwide. The profit before tax in the
financial year 2017 was € 10.655 billion on revenues amounting to
€ 98.678 billion. As of 31 December 2017, the BMW Group had a
workforce of 129,932 employees.
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thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
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