Car-maker BMW Group Australia has teamed with electro-dance duo the Presets to market its new 1 Series coupe and convertible models to a younger first-time BMW buyer.

The Sydney-based act, signed to Modular/Universal, debuted at No. 1 on the Australian Recording Industry Association published April 27 with its sophomore album "Apocalypso".

BMW's campaign "Are You The One?" takes its title from the Presets' global clubland hit from March 2006. The duo have commissioned French DJ Lifelike to remix the track for use on a TV and online marketing campaign launching May 18.

Sydney artist Jonathan Zawada, responsible for the Presets' scintillating artwork, will helm an animated video clip starring the 1 Series, alongside Sydney film and design production team Collider. Collider's recent global clients have included BMW USA, Dior, French car manufacturer Renault and the MTV Australia awards.

In the past, car manufacturers such as Ford and Holden have used AC/DC tracks such as "Thunderstruck" in Australian campaigns.

But BMW Group Australia's GM of marketing, Tom Noble, says this is the first time that the brand has specifically asked an Australian act to create a new piece for its marketing Down Under.

Noble adds, "By sharing the stage with the Presets, BMW wants to get across the message that driving the 1 Series is fun and accessible for those individuals who believe they are the one."

Adds Julian Hamilton of the Presets said, "It's cool that this project with BMW has allowed Jonathan (Zawada) and Collider the creative freedom and scope to create something so forward thinking and fresh, like an art project that will stand alone on its own merits".

The new models hit the Australian market on May 20. So far, BMW has sold 7,000 units of the 1-series hatch range since it was introduced to the Australian market in 2004. It plans to sell 500 of the range this year, aggressively marketing to owners of similar sporty brands as Nissan 350Zs, Subaru STis, Audi TTs and VW Golf R32s.

Between January and March of 2008, BMW claims to have delivered 4,174 vehicles in Australia, a 125 increase on sales for the same time last year.

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