BMW of North America, Woodcliff Lake, N.J., breaks an integrated, multimedia campaign Sept. 14 for the fifth generation of its best-selling model--the 3 Series sports sedan. BMW said the campaign is its most ambitious ever, involving more than $50 million in spending through the first half of 1999. Executions from Fallon
McElligott, Minneapolis, tout the car's performance image but, in a departure from past years, also discuss safety, interior room and technology features. BMW explained the added information would address the practical considerations of prospects who didn't previously have the brand on their shopping lists.
Copyright September 1998, Crain Communications Inc.