PRESENTATIONON

BMW- “COMPANY OF IDEAS” CAMPAIGNAND

TARGETING THE “CREATIVE CLASS”

PRESENTED BY

Nipun Nikunj

BEFORE TO START THE CASE….

“We are eager to unveil this smart and original campaign that communicates BMW’s culture of creativity so thoroughly. BMW has carved out a unique niche in the industry by placing a premium on constant innovation and inspiration and this campaign will reveal the company behind “The Ultimate driving Machine”

Jack Pitney, Vice President, Marketing At BMW(North America)

Objective Of The Case:- To Aware The Consumer About The Product Of BMW Through Their Advertising Campaign And Their Company Idea

May,2006 German automobile (BMW) released a new advertising campaign promoting itself as a “Company of Ideas.”The Tone & Toner of the new campaign were a huge departure from the company’s communication in the past.In 2005, BMW reported annual sales of 307,020 Vehicles(BMW And MINI Brands Combined)MINI is car produced by a subsidiary of BMW.It increases its sale by 11-4% a till 2011 as compared to 4.3 in 2005

HISTORY:- 1913-karl Friedrich rapp set up Bayerische Flugazeuge-

Werke to manufacture aircraft engines in Munish(Germany)

1916, during world war II Entered into a contract to manufactured engines for Austrian-Hungarian army

1917, after facing some difficulties of Over Expenses It was taken over by Franz Josef Pope

1918, Known As BMW AG(Bayerische Motoren Werke) 1918, BMW manufactured its first aircraft engine (type

IIIa), its power a biplane to reach in an altitude of 5000 meters in just 29 min, world record

1920, launched its first Mini Car “DIXI”

1923, company manufactured its first motorcycle named R31( A 500cc Bike).

After being failed in 1950 company again launched its new product and got success in 1952.

1961 , after successful launching of BMW 1500 And 700, a company gained a position of Makers of Sporty Car.

1970, BMW targeted the export markets. 1973, first overseas plant in South Africa. 1980, launched its new car “Mercedes Benz.” 1992, Mercedes outsold in Europe first time. 1988, after Volkswagen exited, BMW become the first

European car maker to operate US plant. 2003, It Launched New Model Roll-Royce

Phantom( price-330000 us$) and sell record 796 unit till 2005.

2005, BMW recorded a sale volume of 1334426. 2011, its total profit was 1,142 Euro million.

BMW-THE ULTIMATE DRIVING MACHINE

Tag Line- “The Ultimate Driving Machine” and “Sheer Driving Pleasure”

Original slogan was- “Freude am Fahren” which means “Joy in Driving”

By this slogans company become the 2nd largest selling European Car.

BMW retained its strategies through 3 different and separate agencies which helps in BMW Brand consistency.

BMW associated, the word “ Driving & Performance”

TARGETING THE “CREATIVE CLASS”

BMW’s principles – “an independent spirit, a drive to challenge conventional wisdom, and an appreciation for a brand’s ability to offer both substance and style.”

All members of the Creative Class – whether they are artists or engineers, musicians or computer scientists, writers or entrepreneurs – share a common creative ethos that values creativity, individuality, difference and merit.

Something different” like an iPod… which has its own market”

this class of people had grown in numbers very fast in the last couple of decades and he expected this class to grow further

THE “COMPANY OF IDEAS” CAMPAIGN The campaign tried to communicate BMW’s independence and

freedom to pursue innovative ideas. BMW’s performance is legendary, but how they get there is an

important part of the story as well. They get there through passion and inspiration – they aren’t hindered by idea-killing bureaucracy.

The attention-grabbing print ads, with their bold message, tried to highlight “BMW’s autonomy and commitment to protect great ideas” and concluded with phrases like “to make sure great ideas live on to become Ultimate Driving Machines.

Leipzig plant highlighted BMW’s philosophy of “Inspiration and Innovation” and highlighted the importance placed by the company on creativity and innovation.

Adds shown in Architectural Digest, Dwell, GQ, Vogue, Vanity Fair, The Economist, Fortune and Forbes and newspapers such as The New York Times, USA Today and The Wall Street Journal & on websites also.

CONTINUE…

The ad campaign was unveiled through various media such as:

Newspaper Magazines Television Cable network Outdoor billboards Internet

REACTIONS OF THE CAMPAIGN Company won advertising award and also help BMW

to exorcise the ghosts of the past. BMW claims that they do not compromise means

compromise with consumer in the sense of maintaining the class.

Become a niche brand in the market. Analysts opined that “preventive maintenance” was

a bad idea to try for BMW to expand its customer base.

But It was a good idea to expand the customer base. Some analysts felt that BMW had taken a big risk by

moving away from its core brand proposition. 

DIFFERENT ADVERTISEMENTS :-

NO BMW had the ability to say “NO” to

compromise while saying “YES” to innovative ideas.

MATCH Another print ad that featured only text,

challenged readers to pair luxury car brands with their respective parents companies

PRINT ADVERTISENMENT

TV ADVERTISENMENT

OVERTHINKERS The viewers saw images of stuffy corporate

types accompanied by a voiceover cautioning them of over analyzers who don’t see an ideas true potential.At BMW, “IDEAS” are everything.

ENEMIES OF IDEAS They spot on the corporate business people and

a voice saying they were the enemies of ideas.“At BMW, ideas are everything and as an independent company, we make sure great ideas live on to become ULTIMATE DRIVING MACHINE”

ANY QUESTION ???

THANK YOU