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)
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BMW - Film Campaign
- 1. BMW Communica-on Analysis “The Hire” Film Campaign
- 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
- 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!