The BMW Z4 is a symbol of freedom and passion, the emotional expression of pure driving pleasure. This brings the campaign for the core group to its point: the car becomes an icon, albeit one that emanates restraint. The highly aesthetic presentation of the product dispenses with overly obvious advertising slogans. The communication formulates exactly those things which the car leaves unsaid.

The campaign is displaying results. Not just with regard to the loyalty of existing BMW customers, but primarily in the acquisition of drivers of other brands. The first figures prove this claim: the response to the teaser mailing, sent two months before the product’s launch, stands at 11% for BMW customers and at over 5% for drivers of other brands.