The new BMW X3 will be released in November, shortly after its world premiere at the IAA International Motor Show in Frankfurt. An extensive global campaign entitled “On a Mission” will accompany the launch of this successful model. Campaign highlights include a rousing TV spot with extreme athletes and a 360° virtual reality test drive on Mars, with continuation of the campaign in digital channels.
The “On a Mission” campaign presents the BMW X3 as free-spirited and independent, always ready to push the boundaries. The theme of venturing off the beaten track and discovering new horizons is underlined by the off-road character of the SAV and its ground-breaking innovations. A key idea is the passion that transforms a job or a hobby into a mission. This appeal to the emotions is a common thread throughout the campaign: BMW celebrates people who pursue their dreams with relentless passion – people who are on a mission.
“‘On a Mission’ pays tribute to a life full of passion, inner drive and true dedication. The BMW X3 brings this dynamic to the automotive world and guarantees a thrilling driving experience, no matter where your passion takes you,” explains Hildegard Wortmann, Senior Vice President Brand BMW.
The communications highlight of the campaign is clearly a very special test drive: Using virtual reality, the BMW X3 takes customers and fans on the world’s first test drive through the breath-taking scenery of Mars – quite literally pushing the boundaries. Spectacular images and evocative sounds transform the trip to Mars into an immersive experience. During a virtual reality drive across the atmospheric and ever-changing surface of the planet – reminiscent of a Hollywood film – different features of the BMW X3 are presented as part of the “BMW Personal Co-Pilot”.
The 360° experience can be enjoyed on all widely-available smartphones through YouTube or using VR glasses, and will be integrated into the BMW brand’s own online channels. The Mars mission will also be shown at selected BMW dealers and branches and integrated into brand events and mailings using Google Cardboard.
“With the BMW X3 Mars mission we once again offer our customers and fans a unique experience – something completely new they have never seen before,” says Uwe Dreher, head of Brand Communications BMW, BMW i, BMW M. “For me, that is how marketing should be: surprising, modern, with an entertaining wow effect.”
Check out the 360 degree video below: