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Advertising Campaign Case Study New Bmw Series

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Advertising Campaign Case Study New Bmw Series
Advertising campaign case study

New BMW Series

By Ze Chen (30109683)

Executive summary

Designed for driving Pleasure advertising campaign from the largest luxury brand in the world-BMW. This new designed for driving pleasure features the all new 4 Series Concept. The campaign was promoted by multiple media, and the advertisements that have appeared in poster have been used for this analysis. This analysis include the description of the campaign-“Designed for driving pleasure”, market group analyze through by up market of social-demographics, problem recognition of BMW Series 4, the motivation theory, strategy and conclusion.
Contents
Executive summary ----------------------------------------------------------------------------2 1.0 Description of the campaign-“Designed for driving pleasure ”----------------------4 2.0 Market group-“Up Market”----------------------------------------------------------------5 3.0 Problem recognition-------------------------------------------------------------------------6 4.0 Theory and application---------------------------------------------------------------------7 5.0 Strategy assessment and conclusion------------------------------------------------------8
References---------------------------------------------------------------------------------------10
Appendix A-------------------------------------------------------------------------------------11

1.0 Description of campaign-“DESIGNED FOR DRIVING PLEASURE”

BMW is the German manufacturer Bayerische Motoren Werke AG (as known as Bavarian Motor Works) which is one amongst the luxurious and advanced brand in motor vehicle industry, such as Mercedes-Benz and Audi. Its product is not only automotive vehicle, also refer to motorcycle and Formula One. However, BMW automotive is more well known than others.

“Designed for driving pleasure”is BMW launched a new international campaign focused on design in Germany. The integrated global


References: Johansson Stenman, Olof. Honestly, why are you driving a BMW? Journal of economic behaviour & organization [0167-2681]. 2006. Vol: 60 Issue: 2 Page: 129-146 Ritsuko Ozaki, Katerina Sevastyanova Rose Vaughn. (2012). Consumer Behaviour. 1st edition. Page: 24. University Publications. http://www.rushlane.com/designed-for-driving-pleasure-1266978.html Horatiu Beoriu, 2013, New BMW Campaign: “Designed for driving pleasure”,
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