BMW marks 40th anniversary of 3 Series with national campaign
BMW is marking the 40th anniversary of the BMW 3 Series with a national outdoor and print campaign supported by an online film.
Launched by FCB Inferno the promotion features six generations of the famous model from its introductions in 1975 through to the present day via the eighties and nineties.
Employing distinctive art directions to reflect the style of each era the trip down memory lane; ranging from acid tripping nineties tones to cool whites for the noughties.
An era specific tagline is also adopted for each piece, tying in that year’s biggest news event with the model launch, notably ‘1975 - A new movie inspires nightmares about the open water. A new car inspires dreams about the open road’, ‘1982 -Interest rates at 14% in the UK. Drag reduced by 15% on the BMW 3 Series’ and ‘1990. The Germans win on penalties. And aerodynamic design’.
Katy Wright, managing partner, FCB Inferno says “The only way to celebrate the category founding 3 Series turning 40 was to create stand-out creative for iconic media sites, across every touch-point. The enjoyment of making this campaign was made all the more personal by borrowing the cars seen from real owners, who shared our excitement in bringing this to life”.
Nicola Green, brand and launch communications manager, BMW UK added: “The 3 Series is at the heart of our brand and has been a true representation of The Ultimate Driving Machine over the last 40 years and will continue with the latest model. To mark this anniversary we wanted a campaign that would reflect the continued improvement of each generation, and the significance of the innovations within the cars, as well as the powerful affection that has developed for the 3 Series in the UK”.
Bespoke creative formats will run in The Telegraph, BBC Top Gear’s Retro Supplement and Esquire, from 20 May amidst a wider print campaign.