BMW - Sunset Blvd

In 2008, BMW launched their first compact premium 1 Series Convertible in Germany, Italy and the UK. However, they had to avoid cannibalising their own already successful market for the 3 Series Convertible, as well as competing with the Audi A3.

BMW – SUNSET BLVD (GOLD)

Client: BMW GroupBrand: BMWCampaign: Sunset BlvdCategory: Automotive

With the 1 Series Convertible, BMW launched their first premium convertible in the compact class. However, the conditions were anything but sunny: the convertible market in Europe had dropped for the fourth year in a row. New competitors increased the pressure in the segment. Just one month before BMW, Audi launched a premium cabriolet as well (Audi A3), even though they decided against pushing their newest model with a major campaign. On top of this, BMW faced the threat of cannibalisation:...

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