‘The Hire’ manages to draw in nine million viewers on the BMW films website, effectively reaching and promoting its brand to a diverse audience.
Furthermore, the overwhelmingly positive comments from both website and conventional main-stream media contribute to BMW’s positive brand image and potential increase in sales. Comments such as ‘Absolutely fantastic!’ and ‘Wow. Very, very cool.’ highlight the reception of BMW’s automobiles. This positive reception can be attributed to the arrival of the ultimate new-media, high-end branding. Moreover, there is a trailer available for viewing on TV, but to watch the full-version, audiences must visit the official BMW film website, which is conveniently indicated at the end of the trailer. As a result, this strategy effectively drives traffic to the website and consistently captures their attention. On that note, it raises questions about the inspiration behind this idea and the target market for the BMW film campaigns.
Answer
There are multiple reasons that BMW is considering this film concept. Once regarded as the most luxurious cars, BMW’s brand image was tarnished by competition from Japan, leading to the perception of it being a “yuppie car.” However, BMW aspires to be known as the world’s most thrilling luxury cars. Therefore, it is essential to enhance the brand image with a focus on “responsive performance.” Additionally, their research reveals that their target audience consists of young professionals who frequently utilize the internet.
New media can greatly influence decision-making. Despite a limited budget, BMW aimed to make a strong impression on consumers due to the company’s size and financial constraints. With numerous new vehicle releases yearly, effective marketing was crucial for maintaining public engagement. However, an issue arises when adding too much information to advertisements, as it dilutes the intended message. Hence, BMW strived to communicate the essence of the brand, which is luxury.
To clarify, although the films may not cater to every intended viewer, they believe that any decrease in audience size can be compensated for through increased involvement.
What decision should McDowell make regarding the next BMW campaign? He has three options to consider. The first option is to increase distribution channels, enabling a larger audience to view the film. This could include distributing the film to theaters and supplying DVD formats to dealers. The second option is to continue creating short films. The third option is to produce a feature-length movie to be shown in theaters.
The final decision was to not take any action. It is clear that these four options are valid for McDowell to consider. However, in my opinion, McDowell could think about the first and second choices. This is because the BMW film’s results have already shown the campaign’s success. Hence, there is a chance to amplify the film’s influence on a wider audience. Moreover, producing and distributing the DVD has relatively low costs due to budget limitations. The reason for considering the second option is that this approach has been well-received by the public, and the BMW marketing team has gained expertise in it.
BMW can implement a cost-effective and efficient strategy by producing new films that showcase their latest models, each with its own unique story. However, McDowell should avoid choosing a full-length film as the third option for promotion for two main reasons. Firstly, the production cost of a two-hour film would be significantly higher compared to that of a short film, potentially reaching 15 million dollars or even ten times more. Secondly, if BMW were to select this option, the focus on promoting their brand would be overshadowed by the captivating storyline and actors present in a lengthy film, diverting attention away from the brand itself. Thus, selecting such an option is not considered ideal.
In the past, BMW was known as the epitome of luxury car brands primarily targeted at young professionals seeking prestige and high-performance vehicles. However, it faced challenges due to its outdated image associated with being solely a “yuppie car” manufacturer while also facing fierce competition from Japanese rivals aiming to overthrow its market position. To regain its dominant standing in the industry once again, BMW decided to implement several strategic measures.
- the introduction of a number of new models in its core series
- an aggressive pricing strategy
- the reorganization of its dealer network
- the introduction of several new series a new brand image was formulated.
DNA, the world’s most thrilling luxury car, has stepped up its advertising game to attract a younger audience with a more edgy approach. One particular advertising campaign focused on the theme of “responsive performance,” giving viewers the feeling of being behind the wheel of a car. The campaign specifically targeted the average BMW customer, who was typically around 46 years old with a median income of approximately $150,000. These customers were well-educated, married, and predominantly male, with no children. Given BMW’s emphasis on technology, it comes as no surprise that they frequently utilize the internet.
Customers of BMW were known for their strong brand loyalty.
Marketing Approach
Despite the company’s small size and limited marketing budget, BMW aimed to achieve maximum impact in every marketing campaign. In the early 2000s, with a low market share but the need to introduce numerous new models each year, a unique opportunity arose. BMW experienced record-high sales in the US, and the brand’s strength had never been greater. Therefore, when launching a product, it was necessary to inform people about it and simultaneously reinforce the BMW brand message.
The more tasks we attempt to accomplish in an advertisement, the less clear the message becomes. We have the option to focus solely on branding, which emphasizes luxury. A couple of unconventional ideas started to surface. One idea was to create a collection of brief films. Another idea involved incorporating the internet into an advertising campaign. These ideas merged into the concept of producing a series of short films specifically for the internet. Although a series of internet films would not reach as many viewers as television ads, we believed that we could compensate for the smaller audience by encouraging greater engagement.
Each film showcased a talented driver as the main character, helping those in need. We provided these drivers with a simple proposition: the chance to work in a completely different industry for a renowned brand. The films had an overall production cost of about $15 million and were solely accessible on www.BMWfilms.com. We promoted this website through print ads and street posters designed to resemble movie advertisements. Additionally, we created 30-second trailers for TV audiences, which ended with an urging to visit the BMW films website.
The main idea is that if you became intrigued by what you saw, you would eventually discover that the film was not available at a local cinema. Instead, it could only be viewed on the website. Ultimately, this connects to how the BMW brand operates. If someone wanted to watch the entire film, they would need to visit the website.
- log in to the site and register;
- download the appropriate media viewer
- ‘stream’ the fims on the computer
Viewers can download a complimentary BMW film player, as well as copies of the five films.
Result
In August, BMW had received over nine million views on its BMW films. om website. Visitors’ comments on the website were all positive, with remarks such as ‘BMW cold rocks the party!’, ‘Absolutely fantastic!’, ‘Wow, very, very cool.’, ‘Clearly sets BMW apart from its competitors. Excellent marketing tool; excellent choice of directors!’, and ‘My next car will be a BMW, so help me god.’ Mainstream media outlets like The New York Times, Time, Entertainment Weekly, and Variety also published positive reviews of the BMW Films series in their entertainment sections.
