“On a Mission”: BMW X3 goes to Mars. Global debate for new BMW X3 uses innovative practical existence to showcase passion and dedication.

Munich. The new BMW X3 will be expelled in November,
shortly after a universe premiere during a IAA International Motor Show
in Frankfurt. An endless tellurian debate entitled “On a Mission”
will accompany a launch of this successful model. Campaign
highlights embody a rousing TV mark with impassioned athletes and a 360°
practical existence exam expostulate on Mars, with delay of a campaign
in digital channels.

The “On a Mission” debate presents a BMW X3 as free-spirited and
independent, always prepared to pull a boundaries. The thesis of
venturing off a beaten lane and finding new horizons is
underlined by a off-road impression of a SAV and its
ground-breaking innovations. A pivotal thought is a passion that transforms
a pursuit or a hobby into a mission. This interest to a emotions is a
common thread via a campaign: BMW celebrates people who
pursue their dreams with relentless passion – people who are on a mission.

“‘On a Mission’ pays reverence to a life full of passion, middle drive
and loyal dedication. The BMW X3 brings this energetic to a automotive
universe and guarantees a stirring pulling experience, no matter where
your passion takes you,” explains Hildegard Wortmann, Senior Vice
President Brand BMW.



From thought to media: Big information supports debate development.

Campaign growth started out with a widescale interdisciplinary
large information research that collected and evaluated information about
opposite BMW X3 customer groups. This authorised BMW to cruise the
interests and media use of a destiny business already in the
artistic proviso of a campaign. As a result, a BMW X3 campaign
delivers highly-relevant calm that appeals to a immature and dynamic
digital aim assembly and fits ideally into their universe of
experience. However, rollout by a suitable channels is just
as critical as a calm itself. Social media and a brand’s own
online participation will therefore be a priority for “On a Mission”.


On a goal to Mars.

The communications prominence of a debate is clearly a very
special exam drive: Using practical reality, a BMW X3 takes customers
and fans on a world’s initial exam expostulate by a breath-taking
view of Mars – utterly literally pulling a boundaries. Spectacular
images and evocative sounds renovate a outing to Mars into an
immersive experience. During a practical existence expostulate opposite the
windy and ever-changing aspect of a world – suggestive of a
Hollywood film – opposite comforts of a BMW X3 are presented as
partial of a “BMW Personal Co-Pilot”.

The 360° knowledge can be enjoyed on all widely-available
smartphones by YouTube or regulating VR glasses, and will be
integrated into a BMW brand’s possess online channels. The Mars mission
will also be shown during comparison BMW dealers and branches and integrated
into code events and mailings regulating Google Cardboard.

“With a BMW X3 Mars goal we once again offer a business and
fans a singular knowledge – something totally new they have never
seen before,” says Uwe Dreher, conduct of Brand Communications BMW, BMW
i, BMW M. “For me, that is how selling should be: surprising,
modern, with an interesting wow effect.”


www.missiontomars.bmw (for
VR devices)


TV mark and launch film with real-life impassioned athletes.

The TV blurb comforts protagonists who live for their mission:
The BMW X3 accompanies Swede Freddie Meadows as he ice-surfs in the
Arctic; giveaway towering supplement Martin Söderström on his daredevil ride
opposite hilly ridges; and impassioned campers Fatima Gil and Vicky Vega
perched on a slopes of high stone walls. The overwhelming natural
vicinity showcase a off-road impression and energetic performance
of a new BMW X3. That a TV mark uses customarily real-life extreme
athletes, not actors, underlines a flawlessness and passion of the
absolute SAV.

The launch film, that will essentially be used for online
communications, shows photographer Pablo Durana on a debate by the
Chilean Andes with impassioned mountain-biker Trond Hansen. As good as
highlighting many aspects of a new BMW X3, it also comforts the
SPECIALIZED for BMW Turbo Levo FSR 6Fattie towering bike, an exclusive
team-work between BMW and reward bike manufacturer SPECIALIZED.

The TV blurb and launch film also yield a basement for a series
of brief clips that will run in all BMW-brand amicable media channels
and digital promotion spaces. In this way, a activities “surfing”,
“mountain biking”, “camping” and “art” can be targeted towards users
with those interests to amplify a strech of a BMW X3.

The films’ protagonists are an constituent partial of all elements of the
debate and also seem in a imitation motifs. In this way, “On a
Mission” creates a unchanging participation with high approval value
opposite all channels. The debate will also make use of a many
protagonists’ possess amicable media channels and their immeasurable fan communities.


Unique car configurator for Facebook.

Based on a Facebook Canvas ad, BMW has grown an extensive
interactive car visualiser, with a turn of fact and operation of
functions not formerly seen on this platform. Users have fun
formulating their possess particular BMW X3 directly in a Facebook app,
selecting their elite pattern line, paint colour, circle rims and
interior configuration.

The visualiser consists of 64 nested particular Canvas ads. This was
a vital plea for both formulation and realisation. The visualiser
will be rolled out by a ubiquitous BMW Facebook comment and
internal BMW markets. The interactive knowledge ends with an invitation
to test-drive a new BMW X3.

“The visualiser on Facebook represents a totally new approach for us to
beget leads by amicable media,” explains Uwer Dreher.
“Implementation with so many particular Canvas ads was definitely
formidable and challenging. But we are really unapproachable to be means to offer our
fans this singular feature.”


Mountain bikes and expeditions.

Exciting product collaborations and a BMW brand’s popular
winter-sports activities, underneath a name “BMW Mountains”, will further
heighten a campaign.

BMW Lifestyle and reward bike manufacturer SPECIALIZED will be
presenting an well-developed towering bike: a singular special book of
a Specialized Turbo Levo, a SPECIALIZED for BMW Turbo Levo FSR
6Fattie. The dual reward brands share a singular passion for sporty
dynamics, a adore of innovative pattern and technologies, and constantly
essay to reinvent themselves.

Under a “BMW Mountains” banner, a BMW X3 is ancillary a “No
Man’s Land” speed of impassioned skiers Matthias Mayr and Matthias
Haunholder, as they try to turn a initial to ski down Mount
Tyree in a Antarctic. The BMW X3 will be their reliable messenger on
a tour from Buenos Aires to Punta Arenas. Once they reach
Antarctica, they will cover several hundred some-more kilometres on skis
and by kite. BMW will follow a speed with live feeds and
stories in a possess digital channels. A film about a adventures of
a dual impassioned skiers will be expelled to a ubiquitous open in 2018.



Successful member of a X family.

BMW combined a mid-sized SAV (Sports Activity Vehicles) shred in
2003 with a BMW X3. More than 1.5 million units of a initial two
indication generations have given been sole worldwide. The new BMW X3 is
now set to continue this success story, with even some-more distinguished and
energetic styling and a lush interior. Like all members of the
successful X family, it combines superb float peculiarity in all
terrains with total bland practicality. The new BMW X3 also
offers a top turn of connectivity and motorist assistance
systems. Ground-breaking innovations, that BMW combines underneath the
name “BMW Personal CoPilot” and that are customarily indifferent for the
business and oppulance segments, are accessible in a mid-size category for
a initial time in a new BMW X3. The interior finish has also been
significantly upgraded. Inside, a new X3 boasts scarcely all the
comforts of a new 5 Series and impresses with a high turn of
workmanship some-more informed from a BMW 7 Series.



Lead – Kirshenbaum (US)

Mars Mission – Serviceplan

Canvas Ad – Jung von Matt




If we have any questions, greatfully contact:


BMW Group Corporate Communications

Julian Hetzenecker
Communications BMW Group Sales Germany and
BMW Group Marketing
BMW Group Business and Financial
Telephone: +49 89 382 39229
Email: [email protected]


Micaela Sandstede
Press orator BMW Group Sales Germany and
BMW Group Marketing
BMW Group Business and Financial
Telephone: +49 89 382 61611
Email: [email protected]


Media website: www.press.bmwgroup.com
[email protected]




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