The desirability of a luxury car can get diluted in the ocean of middle-level car advertising. Serviceplan Campaign International has made BMW’s luxury models stand out with a new identity, Bayerische Motoren Werke.

Bayerische Motoren Werke will be presented for the first time at the International Motor Show (IAA) in Frankfurt, 14 – 24 September 14 – 24.

The new naming and communication branding will be used for all of the brand’s upcoming luxury automobiles, and the high end services offered to their customers. Bayerische Motoren Werke will be used to represent the top tier quality of the brand’s high end series – BMW 7 Series, the new BMW 8 Series and the new BMW X7.

Uwe Dreher, head of marketing & communication BMW commented, “Bayerische Motoren Werke is our signature of luxury, that reflects the boldness and courage of our brand to build the most exclusive vehicles of luxury motoring.”

Serviceplan group chief creative officer, Alexander Schill, added, “We are proud to be the global partner of BMW when it comes to this important strategic shift, by positioning the pinnacle of the brand in the high end sector of automobiles. Bayerische Motoren Werke is more than just a refreshed logo. It is a bold creative idea and rich platform, which elevates BMW into a language and world of luxury.”
Serviceplan Campaign International Hamburg won the project following a major pitch, and will launch all upcoming models with global communication assets from now.

Credits:
Agency: Serviceplan Group
Global Chief Creative Officer: Alex Schill
Worldwide Executive Creative Director: Jason Romeyko
Executive Creative Directors: Michael Wilk & Wolf-Eike Galle
Creative Director: Kolja Danquah
Managing Directors Creation: Markus Kremer & Thomas Heyen
Managing Director Accounting: Florian Klietz

International Account Director: Kristian von Elm

Production company: Tony Petersen

Director: Bode Brodmüller
DoP: Muli Multhoff

Producer: Carlo Walther