The success story of the worldwide top-selling premium automobile, the BMW 3 series, began 37 years ago. Since the launch of the first model in 1975, more than 12 million people in over 130 countries have purchased a BMW 3 Series.
Strength and superiority, which describe the core of the BMW 3 series, were the platform for the ULTIMAT3 campaign. Our 360-degree campaign covered all media channels to convey the message that the new BMW 3 Series offers the ultimate driving experience, and keeps evolving with each new generation.
The ULTIMAT3 campaign triggered enormous attention throughout all platforms, especially via word-of-mouth in four phases:
To emphasize high technical standards and trigger suspense for the launch of the ULTIMAT3, we deployed stealth QR codes. Via these codes the users were directed to the central campaign platform: www.ULTIMAT3.in
In the “Milestone
” phase remarkable moments of the previous 3 Series generations were recalled. A teaser video was placed on www.ULTIMAT3.in
, which generated immense awareness and interest.
In the “History” phase emphasis was placed on showing how each generation revolutionized and reinvented the 3 Series, strengthening its position as the innovative leader in its class.
In the "Model Preview" phase, public interest was heightened by revealing the first shots of the new BMW 3 Series. The ULTIMAT3 was disguised with stealth QR codes, a strategy which caused a large echo across India. Similarly, QR code print ads and online banners fuelled curiosity for the ULTIMAT3.
Finally, in the "Launch" phase, the ULTIMAT3 - BMW’s newest 3 Series generation was unveiled by the Cricket Legend Sachin Tendulkar at a massive gala event in Mumbai, capturing the imagination of millions across India. In addition, the ULTIMAT3 TVC was exclusively produced for the Indian market and launched across leading national TV channels to announce the arrival of the ULTIMAT3 in India.