Why Did Bmw Launch the Films Campaign? What Was the Motivation?

Why did BMW launch the films campaign? What was the motivation?

BMW had a rare opportunity where they did not need to focus advertisement efforts on telling consumers about new products, but could focus their efforts on pure branding: “What makes a BMW a BMW?” The films could also address the challenge of appealing to a younger generation of future consumers that do not want to be associated with the same generation of consumers that their parents belong to. In the films, the car was marketed as rugged, sporty, and cool to appeal to younger consumers, rather than featuring the brand’s luxury attributes which would resonate with the brand’s older, more affluent segment.

What about the execution of the campaign? Did BMW do a good job distributing the films, promoting the films, and so on?

The brand is experiencing a positive, successful sales and marketing momentum when The Hire campaign is considered. The difficulty of accessing the ad was likely a major reason why the campaign did not reach BMW’s most profitable market segment. By making access so cumbersome, BMW really limited their audience to a younger crowd with more expendable, free time. Though there is huge risk in alienating their most loyal and profitable customers, BMW likely aimed for these films to resonate with younger, less affluent customers in hopes of converting or strengthening that segment’s brand loyalty in the future in an emotional, nostalgic, and novel way.

What about the films themselves? Were the films well-executed from a creative standpoint?

The films were well-executed from a creative standpoint. BMW took a big risk in allowing the film directors complete creative freedom. This could have been a double-edged sword in the sense that the films are provocative with potentially offensive storylines and content for an older generation. However, because BMW’s target segment is skeptical of traditional and more latent attempts at advertisement and marketing, permitting creative freedom in the project is an appropriate decision.

Which customer segment is most likely to be offended by the films?

BMW’s most profitable market segment might be offended. Typically, affluent, older generation individuals have some level of conservatism.

Which option should McDowell pick and why?

BMW may consider milking the campaign. The Hire campaign cost $15M to create and launch and viewers connected to the films well. BMW could distribute the films to a wider audience (so that the cost per viewer can go down). However, one strength of the campaign was requiring a of high level of involvement from consumers who chose to opt into the message of the advertisement. If BMW chooses to milk the successful reception of the films, the method of distribution and location of the ad should be carefully considered where consumers would be just as highly involved; i.e., Show trailer clips in movie theaters; if possible, select to be shown before action movies, similarly appropriate genres that appeal to similar consumer segments. Another appropriate place to distribute the films and potentially reach BMW’s largest, most brand loyal segment who are slightly older than the segment that The Hire reached, is at BMW dealerships. Consumers here are also likely willing to opt into the message of the advertisement. Viewing the films while waiting at the dealership during vehicle servicing or before test-driving a BMW may influence and augment the consumer experience at dealerships.

How successful was the campaign?

The campaign did not reach BMW’s most valued, profitable segment; however this appears intentional due to the distribution method of the ad. It is also difficult to measure the effectiveness of the campaign. Though much buzz was created and the films were well received, the exhibits do not show increased sales or any concrete evidence of the efficacy of the campaign.

There are likely immeasurable factors that make the campaign successful, such as the emotional or nostalgic connection the films will have with the segment in another

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