BMW - Condensed 1ntensity

In 2007, BMW’s premium attributes of sportiness and dynamism were under direct attack from Audi, who were successfully encroaching on their markets in France, Germany and Italy.

BMW – CONDENSED INTENSITY (SILVER)

Client: BMW GroupBrand: BMWCampaign: Condensed IntensityCategory: 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...

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