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BMW unveiled its latest marketing campaign for the upcoming launch of the all-new BMW 5 Series and the first-ever BMW i5 in Germany on October 21, 2023. This campaign merges modern digital strategies with traditional advertising, spotlighting the 5 Series’ versatility, featuring electric, combustion, and plug-in hybrid options. A key element centres on “guardian angels” in a narrative enhanced by BMW’s new Proactive Care service.
BMW Proactive Care, powered by AI, detects service needs in BMW vehicles and offers solutions proactively, covering Condition-Based Servicing, digital tire diagnostics, and automatic emergency calls. To highlight these features, BMW employs a broad advertising strategy encompassing TV, out-of-home advertising, print, and radio.
The “Guardian Angels” TV commercial premiered on October 13, with prime time on ARD. The approach includes a 30-second commercial on public and private channels and programmatic actions on addressable TV. The films are available online, with additional ad integrations during UEFA Champions League broadcasts.
The campaign extends to eye-catching digital ads in public spaces and fixed placements in online magazines like Der Spiegel, T-Online, and Manager Magazin. Social media campaigns coincide with the market launch on October 21, and a print campaign includes large-scale formats and advertorials in various publications. BMW’s campaign showcases innovation and a vision of the automotive future.
