BMW
Joy right from the start – prospect communication with BMW Impulse- Simply the Best:
the BMW emotion 2/2010 - With Miroslav Nemec on search for clues: the BMW emotion 1/2010
- A look into the future:
with the BMW emotion 4/2009 - Great figures
- In dialogue with prospects
- 01
- BMW emotion – the customer magazine of the BMW branches
- A success story – top results in the BMW emotion reader´s survey
- Faszinating sales prospects – “BMW Impulse”
- “Mein Prinzip: Freude”
- BMW special – the BMW dealerships´ customer magazine
- Radio spots BMW Gebrauchtwagenzentrum
- Comparative ad
- Dialogue campaign BMW X5
- Presentation/Launch BMW 3er
- Introduction BMW Z3 Coupé
- Direct marketing BMW C1
- Dialogue communication BMW Z8
- Trade fair booth BMW Motorrad
- BMW 1er
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 fascination“ 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: topical news from the world of BMW, attractive lifestyle topics and exciting information on the BMW models. 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 5er Gran Turismo is the first of its kind that combines the characteristic features of a representative saloon car/sedan, of a spacious SUV and a flexible estate car/station wagon. Development manager Dr Klaus Draeger speaks of nearly incomparable convenience and space in an exclusive interview. You can experience this impression of spaciousness three-dimensionally in this issue – with 3D spectacles. Star tenor and BMW messenger Jonas Kaufmann already met the new BMW 5er Gran Turismo live and reports about his first encounter.
- The best car 2009 is the BMW 7er: All readers of the magazine „Auto Motor und Sport“ agree on this and elected the flagship from Munich to best car of the year in the luxury class category. Experts and BMW 7er drivers confirm the top results.
- In the Bavarian Alps, the BMW X5 proves how much of a mountaineer the SAV really is.
- You don’t have to be a technological expert to benefit from the extras of the BMW X6. With „Technology in detail“, everybody understands how Head-Up Display and Dynamic Performance Control work.
If you are interested in this magazine yourself,
take a look at
www.bmw-impulse.de
And what about the medium for the compact and medium BMW car segment? It does exist, too. We present you the latest issue right here.
PDF issue BMW Impulse „high-class model range
PDF BMW Impulse „compact and medium model range
