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BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
BMW - Film Campaign
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BMW - Film Campaign

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Group Presentation about BMW including company presentation and brand analysis especially regarding the BMW film campaign (European University, MBA Term 3-2012, Media & Advertising)

Group Presentation about BMW including company presentation and brand analysis especially regarding the BMW film campaign (European University, MBA Term 3-2012, Media & Advertising)

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  • 1. BMW  Communica-on  Analysis  “The  Hire”  Film  Campaign  
  • 2. 1.  Company  Background  
  • 3. 1.  Company  Background  
  • 4. 1.  Company  Background  The  BMW  7  Series.  
  • 5. 1.  Company  Background  Historical  Milestones                1916  –  Establishment  of  BMW  as  engine  producer  1916   1923   1926   2012  
  • 6. 1.  Company  Background  Historical  Milestones                1923  –  BMW  announced  its  first  motorcycle,  the  R  32  1916   1923   1926   2012  
  • 7. 1.  Company  Background  Historical  Milestones                1926  –  BMW  became  an  automobile  manufacturer  1916   1923   1926   2012  
  • 8. 1.  Company  Background  Historical  Milestones                2007  –  “BMW  Welt”  opened  in  Munich  1916   1923   1926   2007  
  • 9. 1.  Company  Background  Product  Fascina-on  Network  
  • 10. 2.  Compe::on  
  • 11. 3.  Posi:oning  McNaughton  Automo-ve  Perspec-ves,  2010  
  • 12. 3.  Posi:oning  •  BrandZ  Top  100    Global  Survey  by  Millward  Brown  •  BMW  voted  most    valuable  car  brand  •  Replaced  Toyota  •  Reasons:  –  Ad  efficiency  –  Consistency  
  • 13. 3.  Posi:oning  US  BMW  Unit  Sales  (x  1.000)  70ies  “Niche”     1973  “Oil  Crisis”    Early  80ies  “Yuppie”    Mid  80ies  “Compe--on”      Mid  90ies  “New  DNA”    
  • 14. 4.  Stereotype  Customer  “Demographics”    •  Male  (63%)  •  Well-­‐educated  (76%)  •  Married  (71%)  •  No  children  (40%)  •  Age  45-­‐64  (45%)  •  Income    100.000  –  150.000  USD  (21%)  
  • 15. 4.  Stereotype  Customer  “Lifestyle  Values”    •  Leadership  •  Career  /  Success  orientated  •  Hard  workers  •  Less  free  -me    •  Engaged  in  sports  •  Technology  •  Less  price  rather  quality  sensi-ve  
  • 16. 5.  Marke:ng  Communica:on  •  Limited  marke-ng  budget  •  Maximum  impact  /  high  efficiency  •  Synergy  across  a  bunch  of    different  media  •  Tradi-onal  vs.  non-­‐tradi-onal  •  Product  introduc-on  vs.    brand  building  
  • 17. 5.  Marke:ng  Communica:on  Communica:on  Goals  •  Strengthen  brand  image  •  Raising  product  awareness  •  Increase  sales  •  Customer  loyalty  •  First  mover  advantage  •  Unique  preposi-on    •  Long  las-ng  impact  •  Viral  marke-ng  effect  
  • 18. 5.  Marke:ng  Communica:on  
  • 19. 6.  “The  Hire”  Campaign  
  • 20. 6.1  Why  Film  Campaign?  •  “Opportunity  to  do  some    absolutely  pure  branding”  •  Non-­‐tradi-onal  approach  •  Innova-on  &  exclusive  approach  
  • 21. 6.1  Why  Film  Campaign?  •  Entertainment  •  Exclusive  distribu-on  •  Call  to  ac-on  •  Control  audience  
  • 22. 6.2  Goals  of  Film  Campaign  •  Ajract  young  genera-on    Ø  without  aliena-ng  old  genera-on  •   Strengthen  brand  image  in    luxury  segment  •  Keep  growth  and  maintain  sales  
  • 23. 6.3  Target  Market  •  Younger  target  group  than  before  •  New  customers    •  Poten-al  customers    •  Consis-ng  customers    •  Media  •  Aspira-onal  group    
  • 24. 6.4  Non-­‐tradi:onal  Adver:sing  Pros  •  Higher  impact  (involvement)  •  Indirect  &  authen-c  •  Emo-onal  approach  •  Viral  effect  Cons  •  Smaller  audience  •  Indirect  no  clear  ad  message  •  Innova-ve  risk  •  Technological  risk  
  • 25. 6.5  Campaign  Success  With  Numbers!  •  More  than  9  million  website  visitors  •  94%  recommended  the  film  to  others    •  In  2001,  13%  growth  in  sales  compared  to  2000    –  Influence  on  purchase  decisions    (“Made  me  put  money  down  on  a  M3”)  •  Press  ac-vity  10x  higher  than  an-cipated  •  Contribu-on  to  improve  Brand  image  
  • 26. 6.5  Campaign  Success  Emo:ons!  •  Feedbacks  were  very  posi-ve  –  Awesome  –  Keep  up!!  –  Great  idea  •  Seen  as  milestone  in  marke-ng  branch  –  “The  ul-mate  in  new-­‐media,  high-­‐end  branding  has  arrived”  -­‐  Time,  May  7,  2001  
  • 27. 7.  Follow  up  Op:ons  DVDs        New  Films  Big  Films        Do  nothing  
  • 28. 7.1  Pros  &  Cons  Op:ons   Pros   Cons  DVD   Easy  Quick  distribu-on  Con-nue  effect  One  way  communica-on  
  • 29. 7.1  Pros  &  Cons  Op:ons   Pros   Cons  DVD   Easy  Quick  distribu-on  Con-nue  effect  One  way  communica-on  New  Films   Encored  succes  Emo-onal  High  Expecta-ons(  Risky  )  Copycat  
  • 30. 7.1  Pros  &  Cons  Op:ons   Pros   Cons  DVD   Easy  Quick  distribu-on  Con-nue  effect  One  way  communica-on  New  Films   Encored  succes  Emo-onal  High  Expecta-ons(  Risky  )  Copycat  Big  Films   Emo-onal  Hollywood  effect  Big  Budget  Risky  No  experience  Product  placement  
  • 31. 7.1  Pros  &  Cons  Op:ons   Pros   Cons  DVD   Easy  Quick  distribu-on  Con-nue  effect  One  way  communica-on  New  Films   Encored  succes  Emo-onal  High  Expecta-ons(  Risky  )  Copycat  Big  Films   Emo-onal  Hollywood  effect  Big  Budget  Risky  No  experience  Product  placement  Do  nothing   No  copycat      Innova-ve  image    No  risk  Evalua-on  of  current  succes  Forgejable  
  • 32. 8.  Postscripts  •  Three  more  short  films  and  comic  series  in  2002    •  Free  DVDs  •   100  million  film  views  •  Numerous  awards    •  “The  Hire”  ended  in  2005  
  • 33. Thank  You!  

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