"We've done a lot of research and we know that these people are looking
for European car marques,
said Huw Griffith, chief executive officer of M&C Saatchi, which handled the promotion.
Griffith described the target audience as "young professionals looking to make a point of difference and stand out".
The strategy seeks to entice buyers by reminding them about their
childhood aspirations of owning a BMW.
The visuals in the print executions look like sepia-toned childhood photos.
One shows a boy playing with a BMW toy car and another shows a young girl running along a path towards a vintage BMW.
The German marque's sales in Singapore fell from 2,523 cars in 2000 to 2,281 last year partly as a result of the deep recession affecting the island state.
The campaign creators were M&C Saatchi creative director Shane Gibson, art director Eddie Wong, writer Nicholas Leong and photographer Geoff Ang.
