CLIENT
BMW of North America, Inc.
Helen Limpitlaw, Natl. Mktg. Mgr.
Patrick McKenna, Dir.-Mktg. Comm.
Jack Pitney, VP-Mktg.
Ken Bracht, Media Mgr.
AGENCY
David Matathia, VP-Idea Team Dir.
Sabrina Jumper, Media Super.
Carmen Graf, Sr. VP-Group Media Dir. & Dir.-Consumer Connections
Jay Russell, Group Creative Dir.
Coley Platt, VP-Acct. Dir.
David Crawford, Sr. VP-Group Creative Dir.
Federated Media
SUMMARY
The U.S. introduction of the revolutionary 1 Series gave BMW the opportunity to become accessible to a younger audience, making them early loyalists and life-long brand advocates. Through the use of audience-appropriate social networking, print partnerships and a celebration of the Year One of the 1, the campaign idea of "Pure BMW" brought to life the idea that the 1 Series is distilled yet never reduced. The 1 Series arrived in the U.S. greeted by tens of thousands of interested buyers and breaking sales goals during the launch phase.
