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      02-21-2011, 12:06 PM   #1
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Cool BMW Launches BMW i Marketing Campaign

BMW Launches BMW i Marketing Campaign

Munich. Saturday evening saw the launch of teaser communications for the new BMW sub-brand (official info here). Light installations and video projections illuminated BMW Group buildings around the Petuelring road in the north of Munich. The four-cylinder building, BMW Welt and BMW Museum were bathed in the colours of BMW i.

The new BMW sub-brand itself was launched at today’s press conference in the BMW Welt. The print campaign for BMW i will initially feature two motifs.

As of Tuesday, a giant poster at the Munich Opera house and on other squares around the city of Munich will present the world of BMW i to the public.

The new brand’s affiliation with its parent brand, BMW, is clearly recognisable, thanks to the design cues taken from BMW’s Corporate Identity. However, in terms of motifs and colours, BMW i is venturing into new territory. Naturally vibrant, highly aesthetic images with a futuristic atmosphere will characterise communications. Initially, the focus will be on lifestyle images. These will gradually be complemented with more and more content relating to the products.

The new website,, demonstrates the visionary and sustainable approach of the new brand. With films about the world of BMW i , design sketches and details of the revolutionary engineering principles behind the BMW i3 and BMW i8, the site offers a clear view toward future mobility.

Another part of BMW i can be found with mobility services. In addition its own service range, the BMW Group is working to offer services through corporate partnerships and strategic investments. To support its efforts in this area, it has founded a venture capital company called BMW i Ventures. This will help the new sub-brand expand its product portfolio over the longer term through investments in highly innovative service providers. The first company in which BMW i Ventures holds a stake is My City Way, whose mobile information portal is available as a smartphone app.

The BMW i website will also pick up on public debates around the latest developments in urbanisation, sustainability and mobility. Its activities will feature on social media websites, including the Facebook fan site, the Twitter channel (available end of this week) and the YouTube channel

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      02-21-2011, 12:15 PM   #2
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Interesting. Apple much... Well have to see what they bring to the table, but I could see myself getting a i3 for a DD

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      02-21-2011, 12:51 PM   #3
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Interesting that they start with the "lifestyle" and will work the cars in later.
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      02-21-2011, 01:00 PM   #4
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Loving the new design campaign. Hopefully the lights will still be up when I'm in Munich next month.

The i3 concepts look much better than I was anticipating after the reveal of the MCV. I do like how the LED light in the headlights extends all the way up the front fenders and to the side mirrors. Am I seeing illuminated kidney grilles too?
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      02-21-2011, 01:41 PM   #5
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Love it!
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      02-21-2011, 04:52 PM   #6
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Yea, I know it's all cool and stuff. And I'm pretty excited too about this. But the price?? The CFRP along with many other new-tech make me wonder how many people can really afford or willing to purchase one of these if not just for some novel gadgets, lines, and lights.
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      02-21-2011, 05:17 PM   #7
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cool but never leaving gas for electric, nothing beats the sound of an exhaust note.
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