Client: BMW Group
Brand: BMW
Campaign: Condensed Intensity
Category: Automotive

In 2007, Audi attacked BMW's confined brand territory with numerous advertising campaigns. Throughout Europe, the perception of BMW declined in core brand dimensions such as sportiness and dynamics, while Audi gained ground. The objective was clear: not only to fight back against Audi's attack, but above all to make a clear statement reclaiming BMW's ancestral brand territory of sportiness and dynamics. BMW's answer was a genuine incarnation of the brand: the BMW 1 Series Coupé, embodying sportiness and dynamics in their purest form – reduced to 4.36 m. A twin-turbo 6-cylinder engine, whose 306hp accelerates the all-new Coupé from 0 to 100 kph in 5.3 seconds. It clearly aimed to create positive effects for the brand and especially for the whole BMW 1 Series by giving it a sportier and more dynamic character.