Draftfcb/Lowe Group announces BMW 1 Series
The new BMW 1 Series has been launched in Switzerland. The launch is being promoted through a nationwide campaign by the Draftfcb/Lowe Group.
The new BMW 1 Series is the first BMW to be established in two lines, according to a press release: the progressive Urban Line on the one hand and the dynamic Sport Line on the other. The Draftfcb/Lowe Group has set itself the task of presenting and contrasting the two individual characters. The concept here is: your own point of view decides - the consumer can choose for himself whether he prefers the Urban Line or whether the Sport Line suits his own character better.
The entire campaign uses the following channels: Ads and posters, TV, radio and online media.
Responsible at BMW (Switzerland): Roger Calisi (Head of Marketing Communications), Miranda Amsler (Advertising and Trade Marketing Specialist). Responsible at Draftfcb/Lowe: Christoff Strukamp, Cinthia Stettler, Andrea Huber (AD), Maximilian Kortmann (Text), Rolf Jeger, Paula Mata (Consulting), Senem Kavci (Strategic Planner).
