The New BMW iX3 and Serviceplan (The Marcom Engine) Mark the Beginning of a New Era

Woluwe-Saint-Pierre, 21/11/2025 – BMW has officially ushered in a new era worldwide with the pre-launch of the new BMW iX3. In Belgium and Luxembourg, the campaign was developed by The Marcom Engine, led by Serviceplan Group, and launched on October 6. And in style!

In this campaign, the BMW iX3 is presented as “The first of a new era”, the very first model of the highly anticipated Neue Klasse: an entirely new platform that brings together BMW’s iconic design, cutting-edge innovation, and the power of electric driving in one revolutionary model.

To mark this new era, The Marcom Engine rolled out a powerful nationwide campaign. At its heart is a 2-minute cinematic film, shown in Belgian cinemas. The film allows viewers to relive the feeling of true driving pleasure throughout BMW’s history, before reinventing it. A film that is pure, electric, and emotionally charged. 

The campaign continues through a variety of digital assets, online video formats (from 2 to 30 seconds), and high-impact print ads. Finally, an original and playful sponsorship of the TV show “De Slimste Mens ter Wereld” allows BMW to subtly and cleverly engage with the famous quiz’s codes.

“We wanted to deliver a clear message: BMW has stood for true driving pleasure for years, and that doesn’t change with electric mobility. On the contrary: with the new BMW iX3, everything truly begins again. This campaign is our tribute to that rebirth. A sunrise marking the start of a new BMW era. And believe me, many more brilliant innovations are on the horizon…” says Philippe Fass, Executive Creative Director at Serviceplan.

The new BMW iX3 will be available in Belgium and Luxembourg starting in March 2026.

Credits 

Agency: The Marcom Engine (Serviceplan Group) 
Brand: BMW 
Client: BMW Group Belux 
Contact: Sarah Heivers, Marielaure De Brauwer, Anne-Katrien van Pottelberge, Pascale Goudvis, Georges Pagalis, Lynn-Marie Junge 
Account team: Talitha Wouters, Robbe Van Bavel, Davy Couscouras, Nathalie Vergught 
Sound studio: Bubbles – Thomas Resimont 
Studio: Michiel Jehoul, Bert Landeloos, Denis Roumegoux, Justine Depape 
Copywriter: Jan Denys 
Digital Agency: Plan.Net (Serviceplan Group) 
Digital Project Management & Webmastering: Elliot Delsart, Ellen Vanderstraeten 
CRM Project Manager: Maximilian Smets, Nabila Barlas 
Digital Media Agency: Mediaplus (Serviceplan Group) 
Media Planner: Sara Assi, Sonam Ceulemans