in this presentation i try to discuss the advertisement campaign and a case of BMW of targeting the creative class

3. “We are eager to unveil this smart and original campaign that
communicates BMW’s culture of creativity so thoroughly.
BMW has carved out a unique niche in the industry by placing
a premium on constant innovation and inspiration and this
campaign will reveal the company behind “The Ultimate
driving Machine”
Jack Pitney, Vice President, Marketing At BMW(North America)
Objective Of The Case:- To Aware The Consumer About The Product
Of BMW Through Their Advertising Campaign And Their Company Idea
 May,2006 German automobile (BMW) released a new advertising
campaign promoting itself as a “Company of Ideas.”
The Tone & Toner of the new campaign were a huge departure from the
company’s communication in the past.
In 2005, BMW reported annual sales of 307,020 Vehicles(BMW And
MINI Brands Combined)
MINI is car produced by a subsidiary of BMW.
It increases its sale by 11-4% a till 2011 as compared to 4.3 in 2005

4.  1913-karl Friedrich rapp set up Bayerische Flugazeuge-Werke
to manufacture aircraft engines in Munish(Germany)
 1916, during world war II Entered into a contract to
manufactured engines for Austrian-Hungarian army
 1917, after facing some difficulties of Over Expenses It was
taken over by Franz Josef Pope
 1918, Known As BMW AG(Bayerische Motoren Werke)
 1918, BMW manufactured its first aircraft engine (type IIIa), its
power a biplane to reach in an altitude of 5000 meters in just 29
min, world record
 1920, launched its first Mini Car “DIXI”

5.  1923, company manufactured its first motorcycle named R31( A
500cc Bike).
 After being failed in 1950 company again launched its new
product and got success in 1952.
 1961 , after successful launching of BMW 1500 And 700, a
company gained a position of Makers of Sporty Car.
 1970, BMW targeted the export markets.
 1973, first overseas plant in South Africa.
 1980, launched its new car “Mercedes Benz.”
 1992, Mercedes outsold in Europe first time.
 1988, after Volkswagen exited, BMW become the first European
car maker to operate US plant.
 2003, It Launched New Model Roll-Royce Phantom( price-
330000 us$) and sell record 796 unit till 2005.
 2005, BMW recorded a sale volume of 1334426.
 2011, its total profit was 1,142 Euro million.

6.  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”

7.  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

8.  The campaign tried to communicate BMW’s independence
and freedom to pursue innovative ideas.
 BMW’s performance is legendary, but how they get there is an
important part of the story as well. They get there through
passion and inspiration – they aren’t hindered by idea-killing
bureaucracy.
 The attention-grabbing print ads, with their bold message, tried
to highlight “BMW’s autonomy and commitment to protect
great ideas” and concluded with phrases like “to make sure
great ideas live on to become Ultimate Driving Machines.
 Leipzig plant highlighted BMW’s philosophy of “Inspiration and
Innovation” and highlighted the importance placed by the
company on creativity and innovation.
 Adds shown in Architectural Digest, Dwell, GQ, Vogue, Vanity
Fair, The Economist, Fortune and Forbes and newspapers
such as The New York Times, USA Today and The Wall Street
Journal & on websites also.

9. CONTINUE…
 The ad campaign was unveiled through various media
such as:
 Newspaper
 Magazines
 Television
 Cable network
 Outdoor billboards
 Internet

10.  Company won advertising award and also help BMW to
exorcise the ghosts of the past.
 BMW claims that they do not compromise means
compromise with consumer in the sense of maintaining
the class.
 Become a niche brand in the market.
 Analysts opined that “preventive maintenance” was a bad
idea to try for BMW to expand its customer base.
 But It was a good idea to expand the customer base.
 Some analysts felt that BMW had taken a big risk by
moving away from its core brand proposition.

11. NO
BMW had the ability to say “NO” to compromise
while saying “YES” to innovative ideas.
 MATCH
Another print ad that featured only text, challenged
readers to pair luxury car brands with their
respective parents companies

12.  OVERTHINKERS
The viewers saw images of stuffy corporate types
accompanied by a voiceover cautioning them of over
analyzers who don’t see an ideas true potential.
At BMW, “IDEAS” are everything.
 ENEMIES OF IDEAS
They spot on the corporate business people and a voice
saying they were the enemies of ideas.
“At BMW, ideas are everything and as an independent
company, we make sure great ideas live on to become
ULTIMATE DRIVING MACHINE”