The BMW XCrew campaign

With two new communication campaigns, the premium automobile manufacturer BMW is directing attention to the growing diversity in its range of Sports Activity Vehicles and plug-in hybrid models. The TV commercials and online films produced under the motto “Choose your X” convey a sense of the different living environments in which one of the BMW X models – of which there are now seven in total – is the perfect choice. The short film series “Unplug & Play” shows how straightforward it is to enjoy electrically powered driving pleasure in a BMW plug-in hybrid model – literally simple enough for a child to understand.

Both campaigns are designed for international use. The start of the “Choose your X” campaign coincides with the market launch of the new BMW X1 and the new BMW X6 and is set to dominate presentation of the BMW X models in TV, online and print communication over the course of the next three years. The short films under the title “Unplug & Play” will be shown on YouTube as well as being used for other social media activities.