Looking at the current landscape, it’s hard to believe that 20 years ago not a single BMW X model was available. In 2019, the range extends from X1 through X2, X3, X4, X5 and X6 to the luxury X7. In the first half of 2019, 467,134 vehicles of the X-series were sold, representing over 43 percent of all BMWs sold. By comparison, in the first half of 1999, a total of 386,900 BMWs were sold worldwide.
The wide range of BMW X models is now the center of a new advertising campaign – “Choose your X”. In the TV clips and online videos, every one of the seven BMW X models is brought to the center of attention to highlight the variety of the lineup.
The letter X is not only the unifying element of the various series, it also stands as a symbol for various possibilities. The message is clear: No matter where the journey should go, with a BMW X model, you can reach (almost) any destination today – and in exactly the way that the driver is thinking.
The first videos on the “Choose your X” campaign also introduce the BMW XCrew as a new name for the Munich SUV fleet.
Another campaign revolves around the short film series “Unplug & Play” demonstrating how straightforward it is to enjoy electrically powered driving pleasure in a BMW plug-in hybrid model – literally simple enough for a child to understand.
Both campaigns are designed for international use. The start of the “Choose your X” campaign coincides with the market launch of the new BMW X1 and the new BMW X6 and is set to dominate presentation of the BMW X models in TV, online and print communication over the course of the next three years. The short films under the title “Unplug & Play” will be shown on YouTube as well as being used for other social media activities.