BMW has launched its latest 6 Series Gran Coupé , its first four-door coupe, through a new global campaign.
Malaysia is the first Asian market to launch the new 6 Series, which won the BMW Group Design department an award for highest design quality at the recent 2012 Red Dot Design Awards.
The launch involved a teaser campaign involving billboards and web banner ads on its Facebook and website with a message that a rare phenomenon was to occur on 6.40pm on 29 June.
On the day, BMW Malaysia’s website was taken over by a video featuring the new Gran Coupé till 11.59pm on 30 June while BMW will run TVCs of the new 6 Series on selected TV stations throughout July.
“The car appeals to high end customers, so we thought this campaign will pull their heart strings. It’s a very emotional purchase so we wanted to tie it up with something interesting,” said Raymond Tan, BMW Malaysia’s marketing director.
“We thought the eclipse concept is nice and it’s a beautiful and rare phenomenon that happens with a lot of people looking forward to it. Just like that, the 6 Series is also a one-of-a-kind model that we hope many are looking forward to seeing and having,” added Tan.
While there is no indication of how many units BMW hopes to sell, the all-new BMW 6 Series Gran Coupé is said to be BMW’s answer to the growing market of sporting four-door coupés and it is confident that the new model will further boost the company’s sales and success here in Malaysia.