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:...