Case: BMW Film. Answer the following question:
- 1/ Was the BMW film idea a good one? How successful has the campaign been? - 2/ What was the motivation behind the idea? Who was the target market for the BMW films campaigns? - 3/ What should McDowell do? Which option should he pick?
1/ Was the BMW film idea a good one? How successful has the campaign been? Answer :
Definitely it is. Firstly,The BMW Film ‘ The Hire’ attracts nine million people to view it on BMWfilms website. In this case it is effective to promote its brand to a wide range of audience. Secondly, since comments from both website and conventional main-stream media are overwhelmingly postive, such as, ‘Absolutely fantastic !’ ‘Wow. Very, very cool.’and ‘The ultimate in new-media, high-end branding has arrived.’, it may help BMW to build its postive image of automobile and then increase its sales enventually.
Additionally, there is also a trailer can be viewed on tv, but if audience want to watch a full-version, he must go to BMW film official website which is indicated at the end of trailer. This obviously increase the volume of the visitors to the site and draw their attention on a frequent base.
2/What was the motivation behind the idea? Who was the target market for the BMW films campaigns? Answer : There are serveral motives for BMW think of this film idea. BMW was regarded as most luxury cars, but after the competition form japan, it was traped into ‘yuppie car’ image of brand. BMW, however, hope they could be the world’s most exciting luxury cars. Thus it is crucial to improve its brand image to ‘ reponsive performance’. Secondly, their reseach found that the target group of their potential customers are young professionals who use internet very frequently.So the new media may intensively affect their decisions. Thirdly, The budget was limited but the mission was convertly over load. Due to the company’s size and limited marketing budget, every BMW marketing campaign had to have maximum impact. Moreover, BMW launched a great number of new models each year, so marketing part must be responsible enough to communicate with the public. However, the problem is the more they add into ads, the more diluted the message becomes. Therefore, they were trying to convey a pure information of brand which is luxury. In other words, although the films may not inclusive for every target person, they believe what they lost in terms of audience size could be made up for in terms of involvement.
3/ What should McDowell do? Which option should he pick?
There are 3 options that McDowell was going to think for the next BMW campaign. The first option was to make more distributions way so that it allows more audiences to watch this film. For example, the company could distribute to theatres and give out DVD format to dealers. The second one was to continue to develop short films. The third option was to develop a feature-length movie that would air in theatres. The final option was to do nothing. Obviously, those four options are reasonable for McDowell to think of. However, in my opinion, McDowell could think about the first and the second options. The reason is because the result of BMW film has already proof the successs of the campaign. So there is a chance to go further to make the film more influential to the wide audiences. Moreover, the cost to produce the DVD and distributions is relatively low as the budget is limited. The reason the second option is being considered is because this pattern has been accepted by the public and also BMW marketing group has gained the experience on that. Thus, it is costless to generate new films to promote new models by different stories. And at least, in the near future, it would be effective.
What’s more. It is better for McDowell not to choose the third option which is full-version film. There are two reasons. Firstly, cost is apparently inevitable issue. 15 million for short...
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