Adithya Narayanan.

S
Enroll No : 12BSP053.

FIXING WHAT AINT BROKEN

BMW AG , released a new advertising campaign promoting itself as a COMPANY OF IDEAS. The Toner & Tenor of the new campaign were a huge departure from the companys communication in the past. The campaign is that they wanted to take their brand beyond yuppies and attract a wider section of the affluent class. The luxury car buyers in the US were not considering BMW as they still strongly associated it with the yuppie phenomenon of the 1980s.

Thus, the company was banking on this new COMPANY OF IDEAS ad campaign to redress this situation & expand its market.

THE ULTIMATE DRIVING MACHINE

Companys tagline in English were the ULTIMATE DRIVING MACHINE & Sheer Driving Pleasure. Joy in Driving associated with driving was strong that Ries believed that BMW became a synonym for driving in the mind of the customer. Ultimate driving machine owns the words driving in the mind and, as a result has became the second largest-selling European luxury car in America.

The consistency of the communication and logo over decades that led to the success of BMW.

GOING BEYOND THEYUPPIES

An inhouse research study , in 2005, revealed that 75% of luxury car buyers in the US did not consider any BMW vehicle at the time of purchase. People think we have a cool persona as a brand, but say we lack humanity. BMW wanted the US market to be a major driver of growth so that it could realize its ambition of increasing the global sales of BMW branded vehicles to 1.6 million by 2010. BMW searched for a new ad agency was on as, they as not satisfied with the agency Fallon Worldwide, which had designed the BMW films. BMW spent US$ 160 million on advertising every year was considered huge and prestigious for GSD&M.

GOING BEYOND THEYUPPIES

The new campaign promoted BMW as a COMPANY OF IDEAS. It was launched on May 8, 2006, and aimed to showcase the companys design prowess and independence, and to promote BMW as a company full of ideas to the CREATIVE CLASS.

TARGETING THE CREATIVE CLASS

The dynamic campaign was aimed at the creative class. The economic function of this 38 million strong class in the US was to create a new ideas, new technology, and ne creative-content. Richard Florida , a Carnegie-Mellon university professor said the people of this class were distinct from other classes through the nature of their work. These people were considered to have more autonomy and flexibility. Members of the Creative Class whether they are any professionals, they share a common creative ethos that values creativity, individually, difference and merit.