Communications for the 6 Series Cabriolet logically followed in the footsteps of the 6 Series Coupe when it came to style, charm and exclusivity. The campaign was driven by the idea of conveying the central theme of “A protest against the ordinary” to the target group, via the Internet and directly through the trade.The following Media were used in the introductory campaign: online special, mailing, dealer panel and music CD.

Registered users in online special: 24,360 (client target: 15,000).

Qualified visitors to dealers: 11,500 (client target: 5000).