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BMW Group is entering a new market segment in Europe and Japan in September with the launch of the BMW 1 series, its first compact car. An odd European TV, print and outdoor pre-launch campaign by Jung von Matt/Alster, Hamburg, illustrates the tagline "The principle of Joy" with scenes of joy ranging from Kermit the Frog from the Muppets to ballet dancers and basketball players. "We feel that the compact class is the segment with the biggest growth worldwide," said Thomas Giuliani, BMW Group's manager-marketing communications. There is no date to launch the BMW 1 in the U.S. ... The Federation of European Direct and Interactive Marketing is setting up an E-mail Marketing Council to handle threats to the industry as problems with spam lead to growing regulation of e-mail marketing around the world.
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