The pre-launch communication for the new BMW 5 Series, 'Someone has to take the lead', is based on an extensive and integrated concept: 500,000 mailings, in the form of a magazine, to conquer new customers and increase loyalty among existing customers (two levels) as well as an online highlight to generate and qualify interested parties - serving as a direct line of communication right through to the dealer. The focal point of the phase is a 12-minute BMW 5 Series TV event screened simultaneously on two private channels.

Almost 40,000 interested parties were won for the new BMW 5 Series prior to the launch. Mailing response level 1: 5.05 % (=24,819 interested parties; 1:3 % was estimated); Mailing response level 2: 3.77 % (=13,896 interested parties; 1:2% was estimated), The risk of the new format immediately paid off for BMW. A cumulative market share of 20.3% was obtained; following the screening the number of advance orders increased significantly and visits to the internet site rose by 48.6%.