The BMW Group will kick off its global launch campaign for the new BMW i8 in May. The BMW Group’s first plug-in hybrid is a visionary vehicle with outstanding design that redefines the concept of premium and sheer driving pleasure. The BMW i8 combines the performance of a sports car with the fuel economy of a small car and therefore represents the next stage of development in the BMW Efficient Dynamics philosophy.
The launch campaign focuses on the ground-breaking idea behind the BMW i8. Clear, expressive images tell how the vehicle was born and highlight its pioneering role. Dr. Steven Althaus, head of BMW Brand Marketing and BMW Group Marketing Services: “We deliberately decided on a campaign that tells of the genesis of the BMW i8 – a journey from the impossible to the possible. Visuals showcase the beauty and power of the BMW i8 in pure, genuine, intense images, which give the campaign greater, more iconic impact.”