Problem How do you relaunch a brand and establish a clear position in a com- petitive environment? Solution Correctly establish the brand positioning by using out of home in a big way. Background The X3 Sports Activity Vehicle (SAV) was originally launched in 2004 with a campaign focused on the extreme sports target. This proved to be the wrong angle and the vehicle failed to establish a clear posi- tion for itself against the competition. The reintroduction of the X3 in 2006 provided a perfect opportunity to launch the vehicle to a new, more relevant audience. Because the X3 is one of BMW’s volume vehicles, with 2006 sales goals exceeding 30,000, correctly establishing the vehicle with consumers was absolutely necessary to strengthen overall BMW business. The campaign needed to

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