New BMW ConnectedDrive Campaign

PHOTO (select to view enlarged photo)

MUNICH, GERMANY - October 25, 2013: BMW is launching a new BMW ConnectedDrive campaign with the tagline “So connected, you’re free”. The campaign will run in print, online and TV channels worldwide.

The global communication campaign showcases BMW as one of the world’s leading providers of web-based in-car services and highlights the brand’s innovative power. The campaign demonstrates how easy it is to use ConnectedDrive’s innovative, customer-oriented services and features, and explains the added benefits of BMW ConnectedDrive functions – convenience, safety, entertainment and flexibility.

Steven Althaus, head of Brand Management BMW and Marketing Services BMW Group: “The new campaign places even greater emphasis on our customers. The customer discovers the benefits of many BMW ConnectedDrive services and learns how they work in entertaining short episodes designed to make in-car networking more tangible and easier to understand.”

Visual language

The print campaign comprises around 40 visuals, each depicting one of the functions of BMW ConnectedDrive – such as Real Time Traffic Information, Remote Services, Intelligent Emergency Call or BMW Head-Up Display. The ads and posters focus on the features’ added benefits for customers, with a visual language that is uncomplicated and emotionally powerful. All communication channels use their own specially-developed visual mechanics: Each motif is split to resemble the display in a car – the left half of the image shows the respective function, while the right features a motif with a corresponding story. A distinctive headline underscores the benefits of the function.


New short films also present the benefits of key BMW ConnectedDrive Services & Apps in a humorous and unconventional manner. The Concierge Services, Online Entertainment and Remote Services, for example, are incorporated into short stories with a surprise ending. The spots can be viewed on BMW TV and YouTube, or on the new BMW ConnectedDrive website under “Video gallery”.

In addition to an image film, four 30-second TV spots have also been created to highlight the campaign’s key message “So connected, you’re free” in emotionally-powerful images. The TVC spots also showcase BMW ConnectedDrive Services in short episodes with a focus on connectivity-based services, such as Real Time Traffic Information, Internet with Google Voice Search, Online Entertainment and Concierge Services.

Almost 20 short animated films have also been produced to explain individual services and functions to customers in a simple, easy-to-understand manner. These “functional films” can be found on the website and will also be shown at points of sale in BMW showrooms.

New website

The redesigned BMW ConnectedDrive website at will also go live for the campaign launch. The new web presence is clearly set out and reflects the revised structure of BMW ConnectedDrive, based on the two pillars: BMW ConnectedDrive Services & Apps and BMW ConnectedDrive Driver Assistance. BMW i ConnectedDrive Services are grouped under a separate navigation item. A video gallery and a link to the new “My BMW ConnectedDrive” customer portal round out the website’s user-friendly navigation.

Home | Buyers Guides For Every Auto Make | New Car Buyers Guide | Used Car Super Search | Total New Car Costs | 2016-1993 Car Reviews Truck Reviews
1996-2016 Automotive News | TACH-TV | Media Library | Discount Auto Parts

Copyright © 1996-2016 The Auto Channel. Contact Information, Credits, and Terms of Use. These following titles and media identification are Trademarks owned by The Auto Channel, LLC and have been in continuous use since 1987 : The Auto Channel, Auto Channel and TACH all have been in continuous use world wide since 1987, in Print, TV, Radio, Home Video, Newsletters, On-line, and other interactive media; all rights are reserved and infringement will be acted upon with force.

Privacy Statement | Size Does Matter | Media Kit | XML SITE MAP | Affiliates

Send your questions, comments, and suggestions to

Submit Company releases or Product News stories to
Place copy in body of email, NO attachments please.

To report errors and other problems with this page, please use this form.

Link to this page: