Task.
BMW Premium Selection - BMW sets new standards for used automobiles. Certification is granted only to the best pre-owned vehicles. Interone Cologne was assigned the task of communicating the special quality of these rigorously checked cars and of positioning BMW Premium Selection as a sub-brand for used BMW vehicles.
Strategy.
The motifs used in print should make the case for the brand BMW Premium Selection in the context of used-vehicle adverts in automotive trade magazines and in full-page adverts in mass-media periodicals and national daily newspapers, while also drawing attention and raising readers’ interest in the offers (stock locator).
Realisation.
Analogies related to the topic "outstanding" or "unique" create an attractive and memorable stage for showcasing the special qualities of vehicles given the BMW Premium Selection seal of approval. Presented within the sober setting of used automobile offers are true eye-catchers and out-of-the-ordinary visuals for used vehicles. The campaign was also adapted for other channels (direct marketing, POS).
Awards.
BMW Advertising Award 2008: Nomination
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