Lowe/Orange8 go for the BMW 1 Series Convertible
The new BMW 1 Series Convertible will be available in BMW dealerships in Switzerland from March 28, 2008. The Lowe agency, part of the Draftfcb/Lowe Group, has declared the Swiss launch day to be the early start of summer.
The new BMW 1 Series Convertible is coming to BMW dealerships in Switzerland from March 28, 2008. Based on the international claim "Bring summer to every street", the Lowe agency, part of the Draftfcb/Lowe Group, has declared the Swiss launch date of the new BMW 1 Series Convertible to be the early start of summer.
A combined off- and online campaign with a multi-stage dialog process tells the target group why summer feelings are already emerging at the end of March this year. At the heart of the campaign is the online platform Bmw-1ercabrio.ch, which was realized in collaboration with Orange8 interactive.
On this microsite, users can experience all the special features of the new model and find out which convertible routes and leisure destinations in and around Switzerland will provide the most exciting summer feelings this spring. The campaign is now being used throughout Switzerland with web banners and direct mailings. Communication via traditional media (posters, advertisements, radio) will follow from mid-March.
Responsible at BMW (Switzerland) AG:
Roger Calisi (Head of Marketing Communication), Philippe Franke (Direct Marketing Specialist), Marco Mobiglia (IT). Responsible at Lowe: Marc Ziegler, Alessandra Ira (Consulting), Keith Loell (Creative Direction), Urs Hartmann (Art Direction), Marcel Elsener, Ivan Madeo (Text/Concept). Responsible at Orange8 interactive: Mike Schwede (consulting), Stefanie Hodapp (project management, concept), Fabian Buergy (screen design, art direction), Raphaël Liechti (banner design), Lennart Jegge (IT).
A combined off- and online campaign with a multi-stage dialog process tells the target group why summer feelings are already emerging at the end of March this year. At the heart of the campaign is the online platform Bmw-1ercabrio.ch, which was realized in collaboration with Orange8 interactive.
On this microsite, users can experience all the special features of the new model and find out which convertible routes and leisure destinations in and around Switzerland will provide the most exciting summer feelings this spring. The campaign is now being used throughout Switzerland with web banners and direct mailings. Communication via traditional media (posters, advertisements, radio) will follow from mid-March.
Responsible at BMW (Switzerland) AG:
Roger Calisi (Head of Marketing Communication), Philippe Franke (Direct Marketing Specialist), Marco Mobiglia (IT). Responsible at Lowe: Marc Ziegler, Alessandra Ira (Consulting), Keith Loell (Creative Direction), Urs Hartmann (Art Direction), Marcel Elsener, Ivan Madeo (Text/Concept). Responsible at Orange8 interactive: Mike Schwede (consulting), Stefanie Hodapp (project management, concept), Fabian Buergy (screen design, art direction), Raphaël Liechti (banner design), Lennart Jegge (IT).
