Age: 29-45 years.Sex: Predominantly male.Middle to high income.

Young employees, middle management, independent, into technology.

A new dimension of media interconnectivity, one message, “The Principle of Joy”, is transported throughout all channels of communication and flows into the central online platform, www.prinzip-freude.de. This primary website is designed to offer attractive content and prizes geared at the interests and Lifestyles of the designated target group; furthermore it contains special and exclusive content about the BMW 1 Series. Continuous updates ensured a high rate of revisiting. Other channels of communication used within this campaign includemobile devices, classic advertising, dialogue (direct), retail, events and brand initiatives, which included the new BMW Short Film Award.

72,000 registrations were recorded on www.prinzip-freude in 2004 (the customer aim was 60 000). During the BMW 1 Series tour, 17,000 people took part in the test-drive campaign, meaning that all planned test drives could be carried out (100% target achievement rate).