Client: BMW Group
Brand: BMW
Campaign: Sunset Blvd
Category: 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: Audi wasn't the main competitor, but BMW's own, very successful 3 Series Convertible. To be successful BMW had to trigger excitement about driving a convertible and the cabriolet feeling itself – and, at the same time, attract new buyer groups to avoid any cannibalising effects.