Its a case study presentation based on the BMW's "Company of Ideas Campaign"- Targeting Creative Class. The Contents are followed as: (1) Introduction about the case (2)Who or What is BMW (3)The Early Days (4) The Record Breaking Years (5) The Eighties of BMW (6) The nineties which is full of introduction in BMW Models (7) BMW- The Ultimate Driving Machine (8) Going Beyond the Yuppies (9) Was it Necessary? (10) Targeting the Creative class (11) The "Company of Ideas Campaign" (12) BMW's AD Campaign (13) Reaction to the BMW Campaign

1. BMW’s “Company of Ideas”
Campaign: Targeting the Creative Class

2. Introduction
• This case is about the "company of ideas" advertising campaign of BMW of North
America LLC (BMW LLC), which was unveiled in May 2006 in North America.
• The communication in these ads were different from the company's communications
in the past as the new ads downplayed BMW's performance and strived to project its
design prowess, independence, and corporate culture that fostered innovation -
promoting BMW as a "company of ideas."
• In doing so, the company said that they wanted to take their brand beyond its
traditional association with yuppies and attract a wider section of luxury car
buyers in the US.
• The company's new marketing communications campaign was aimed at the
creative class, an influential demographic segment in the US.
• The case highlights the rationale behind the company's new advertising
campaign and the initial reactions it received from analysts, marketing
experts, and consumers.

8. IN 2000s Chief Christopher Bangle brought out
Cars with more curvy designs called “flame sufacing”.
It were criticized as “Bangled” or “Bangleized””
Competitors were
Acura, Alfa, Romeo, Audi, Jaquar, Lexus, Mercedes and Volvo

9. 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”

10. Going Beyond the Yuppies
• As per the company’s perspective.
• BMW management was in need for a change…
WHY??
75% of the luxury car buyers didn’t consider BMW at all !
• Change Perception among the masses.
• In search of different avenues to increase sales

11. Was It Necessary????
• To reach out to new customers.
• To portray themselves into the mind sets of the
customers.
• To bring in 3 major changes in..
 Product Acceptance
 Customer Satisfaction
• Further adding the new aspect of “DELIGHT” to
customer satisfaction

12. 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.

13. THE “COMPANY OF IDEAS”
CAMPAIGN
• What - The campaign, called "Company of Ideas“, Emphasizes BMW's
Independence and Innovation which went live on 8th May 2006.
• Why - Overemphasis on “performance driving” over the last 33 years and
company wanted to bring back the excitement.
• Who - GSD&M for US$160 million
• The goal of this campaign is to build demand for BMW by reaching
consumers who have not historically considered purchasing a BMW
while making existing BMW loyalists proud of BMW's success story. The
campaign demonstrates that the people of BMW are what make the
company a Company of Ideas.

16. BMW’s AD Campaign
Print ADs TV ADs
NO
MATCH
RISKY
AIRBAGS
OVERTHINKERS
ENEMY OF
IDEAS
BENEDICT
ARNOLD
EUPHEMISMS

17. Reaction to the Campaign
https://www.youtube.com/watch?v=EOKKx-dbayo
• Some were struck by originality whereas some where disappointed : BMW was
insecure and were looking desperate in their ads.
• Few opined that it was good idea to expand the customer base but some felt it
was
bad idea for a strong niche brand to diversify and expand its customer base which
may cause Confusion to the customer.
• Critics felt that in trying to be everything to everyone it might dilute what its
brand stood for.
• Some analysts felt it had taken a big risk by moving away from its core brand
proposition and giving in to “new age marketing mumbo jumbo”.