BMW LAUNCHES NEW INTERNATIONAL BRAND CAMPAIGN FOR SOCIAL MEDIA.

BMW launches new international brand campaign for social media. Using the slogan “Made Different. To Feel Different.” as a new global brand platform highlighting the strengths of the BMW brand and making it unmistakable. The BMW way: for a hallmark experience and feel that clearly distinguish the brand from its competitors.

There are many ways to build a car. And there’s the BMW way. BMW has launched a new global campaign to highlight the brand’s distinctive features and weave them together into a storyline designed for international appeal. Using the slogan “Made Different. To Feel Different“, a 120-second hero film showcases what makes BMW special and how the manufacturer implements its vision of motoring, with the joy of driving as the brand’s defining characteristic. The main film sets the tone: with humour, light-heartedness and self-assurance – just what you’d expect from BMW. It is complemented by deep dive videos that explore individual topics in more detail – such as the BMW ecosystem focused on people and vehicles, design, intelligent technology, driving dynamics, safety and quality. Different strengths and areas of expertise of the brand that combine to create a unique experience for the person behind the wheel.

Rigorously tested: quality and safety.
Vehicle development at BMW is guided by a clear objective: Each BMW must be more than just a car. It has to be a reliable companion – equipped to handle whatever challenges it and its drivers will face in everyday life. This is why every BMW must prove itself in the most advanced driving simulation centre. 1.2 million calculations per second deliver data. 36 million data points simulate a 36-kilometre test track. In the largest – and quietest – vertical acoustic wind tunnel, each model is fine-tuned at wind speeds of up to 250 km/h. For low aerodynamic drag and outstanding comfort. Vehicles are put through their paces in freezing cold and extreme heat – in more than 30 countries around the world. Covering more than 1.8 million kilometres to date. A key role is played by the BMW test centre in Miramas (France), which can replicate virtually all driving conditions. This is complemented by around 100,000 kilometres on the world’s most demanding race track, the Nürburgring Nordschleife.

Accidents are simulated digitally and then replicated in actual crash tests. Almost 10,000 times since 2005. In this context, every BMW is informed by the findings from 50 years of research into real-world accidents. Today, BMW is the first manufacturer to replace some of its physical crash tests with validated virtual models as part of a hybrid type-approval process. Safety: for BMW, it’s more than a feature, it’s part of the brand DNA. And only vehicles that have passed all tests are delivered to customers.

Digital or on site. What counts is what helps.
The BMW way does not end with the handover of the vehicle; rather, that’s where it begins, with a focus on the customer throughout. Two videos cover service and support – from global assistance provided by experts to advance identification of potential problems through Proactive Care.

Implemented via an impressive infrastructure, which helps identify and resolve problems early on. In human terms, this translates into over 120,000 service experts at around 4,000 BMW locations. 55 logistics centres dispatch around 1.4 million parts to customers every day. Should there be any issue with a vehicle, BMW will get in touch within two minutes. Via the My BMW App, as 30 per cent of all cases can be resolved over the phone. And should there ever be a need for on-site assistance, the breakdown service will be on the scene within the hour.

Design with personality.
Some shapes are instantly recognisable. Familiar, yet reinvented time and again. This is what makes BMW design so special: giving change its own distinctive character. The grille featuring the iconic BMW kidney shape, for example, has been evolving since 1933, while the Hofmeister kink in the rear side windows made its first appearance in 1961. The Neue Klasse reinterprets both elements – with fewer lines, clean surfaces and a design stripped back to the essentials. Many aspects may change, but character endures. Inside and out – always perfectly tailored to put the driver front and centre.

Intelligence that understands and interacts.
With the BMW Intelligent Personal Assistant, a BMW does more than just listen – it understands its occupants. Commands? No need for them, when normal speech already does the trick. The route to the golf course is only a sentence away. And the more a driver talks to the BMW Intelligent Personal Assistant, the better it comes to understand their preferences. More often than not, without being addressed. The perfect combination of comfort and control.

Driving pleasure.
For BMW, driving pleasure is a lived experience, and the “superbrains” are taking it to the next level. With 20 times the computing power of previous generations, the Neue Klasse models respond faster than any BMW before them. The Heart of Joy combines key driving functions into a single central power and control unit. It coordinates acceleration, braking and steering. The responses, measured in milliseconds, have been perfected through years of development work and enable the BMW to react as an integrated whole.

BMW Symbiotic Drive maximises the joy of assisted driving. The current technology level is the result of more than 20 years of driver assistance development. Sensors and advanced AI monitor the vehicle environment and blur the line between autonomous and assisted driving.

Consistent driver orientation is another key characteristic of the signature BMW experience. This includes the fact that BMW Panoramic Vision allows key information to be displayed exactly in the driver’s line of sight, while frequently used functions are always within easy reach.

The brand campaign “Made Different. To Feel Different.”, with the BMW way as its central theme, was developed for BMW by agency partner Jung von Matt. The videos were produced in collaboration with Hochkant Films. A new take on the iconic song “Walk This Way” by American hip-hop act Run-D.M.C. provides the campaign’s acoustic backdrop. A soundtrack full of rhythmic energy. Jung von Matt MUSIC is responsible for rights clearance as well as music and audio production.

The new BMW brand campaign was launched globally on 29 October.