International news: BMW promotes Z4
By Adnews Staff
Automaker BMW of Munich, Germany has begun an international campaign for its Z4 sports coupe called, "An Expression of Joy." The creative features an artwork created by using the tires of the car to apply colour designs to an 1,800 square-metre piece of white fibreboard. The campaign includes a television commercial showing how the artwork was made. This will be supported by print advertising and brochures using copy such as, "Your 306-horsepower paintbrush" and "Evidence that engineering is an art form." In addition, sections of the artwork will be installed at various car shows attended by BMW. A video game for mobile devices has also been developed which allows the player to drive a Z4 across a white background. "The BMW Z4 embodies the values of the BMW brand, design, youthfulness, dynamic performance, more than any other vehicle," said Manfred Bräunl, head of marketing for the BMW brand in Germany. "The launch campaign for the new roadster expresses these values exceptionally well. This campaign will also reach out to new target groups who appreciate the high standards of elegance and value, suitability for everyday driving and comfort which the new BMW Z4 can easily fulfil." The campaign was developed by GSD&M of Austin.