In dialogue with prospects

The Company

With its three brands BMW, MINI and Rolls-Royce Motor Cars, BMW Group clearly focuses on selected premium segments of the international automotive markets, thus utilizing the strengths of the company with a consistency that is unique in this industry. From development via production to marketing, the uncompromising premium approach applies everywhere.

The Task

„BMW Impulse“ is the BMW benefit program for prospects – and one of the most important key elements in the company’s communication strategy. „Facing faszination“ is its motto – likewise high-grade is the presentation of information, offers and events. In order to achieve a constant and significant communication with the prospects, a magazine had to be developed which individually informs prospects in different product categories and gets their attention for further interaction.

The Solution

Also in the current issue 1/2009 the editorial concept has been consequently realised: aktuelle News aus der Welt von BMW, ansprechende Lifestyle-Themen und spannende Informationen zu den BMW Modellen. Through the increased variety of topics and the higher number of pages the issue has a even higher quality.


„The magazine builds up on this compact mixture of information because readers expect more than mere product information. What makes a brand popular is, among other things, being able to associate a lifestyle world and an attitude with it“, explains Lutz Eckardt, Head of Corporate Publishing at heller & partner. „The editorial concept takes this phenomenon into account.“

Even stronger in the current issue: lots of dialogue options such as online links or separate extra information on technologies. The highlights of the current issue at a glance:

• The new BMW Z4 with a foldaway hardtop is a classical roadster when open and a coupe when closed. Unique! BMW Group chief designer Adrian van Hooydonk confirms this in an interview.
• The BMW 1 series is an economic miracle. With the new BMW 116d with a fuel consumption of 4,4 l the BMW 1 series is now even more economic – and with its design and drive the perfect car in almost all aspects of life.
• Tax exemption, tax saving and fuel consumption benefits: Why the purchase of a BMW after the change of the vehicle taxation is more profitable than ever.
• Not only the repeated distinction „Gelber Engel“ awards the BMW X3 as most reliable in his class. A short interview with a BMW X3 driver confirms this excellent car portrait.

If you are interested in this magazine yourself, take a look at www.bmw-impulse.de.

And the medium for the top BMW car segment? Of course there is one, too. We will show you the new issue soon – right here.