The document outlines BMW's marketing communication strategies and the impact of 'The Hire' film campaign on the brand. It highlights the campaign's success in attracting a younger demographic, strengthening the brand image, and its effectiveness in increasing sales and customer engagement. Additionally, it discusses pros and cons of various follow-up options after the campaign.

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!