Client: BMW
Project: Launch of the new BMW 3 Series Saloon

In the months leading up to the launch on 11 February 2012, we worked closely with BMW UK and its national advertising agency to provide the BMW dealer network with a launch campaign designed to be as impressive as the new car!

With the 3 Series widely known as the ‘Ultimate Performance Saloon’, the campaign focused on the ‘BMW Ultimate Performance Event’ – a celebration of the new, sixth-generation 3 Series Saloon and BMW’s role as the Official Automotive Partner of the London 2012 Olympic and Paralympic Games.

All assets were designed to complement the national campaign with dynamic images of athletes featuring alongside the car itself. The range of assets designed by HPS includes the national radio commercial, press ads, invites, email templates, event guide and newsletter. By 31 January, 146 of BMW’s 148 UK dealers had engaged with the campaign and order levels were in excess of anything experienced before.