Objective:

• Further establish the BMW brand as “The Ultimate Driving Machine” by featuring the latest, highest-performing models and targeting specific audiences.
• Increase sales

Target Audience:

Primarily men 35 to 54 who take great joy in driving and are looking for a pure performance experience behind the wheel. They are both young and young at heart and have an energetic approach to life. They actively seek out new experiences and information.

How Magazines Were Used:

All BMWs are built to be the “Ultimate Driving Machine,” but each Series has its own unique audience. Magazines allowed BMW to deliver an umbrella brand message while narrowly targeting the consumer segments that best aligned with each Series.

Results:

• The BMW 6 Series exceeded its 2004 sales goal by 17% through December (goal: 7,000 units; number sold: 8,198)
• Through June 2004, after 88% of the print media had run, BMW 7 Series were up 3 % versus yearly average

Industry Awards:

2005 Kelly Awards finalist

Other Recognition:

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