BMW’s motivation behind the idea of producing the films was one to simply communicate, and focus on “what makes a BMW a BMW”. In fact, there was no product launch to advertise and BMW was able to use this time to shift its strategy from ‘push’ to ‘pull’. The goal of this advertisement was to “produce the most exciting, fun thing people had ever seen come out of their computer”. In terms of numbers, this campaign was used to maintain growth and sales, which had been growing excessively since 1992: from 60 000 units sold to 180 000 units (exhibit 1). In terms of target, BMW wanted to attract younger generations while still keeping its current target audience. This would enable the brand to increase the already high brand loyalty (44.7%, Exhibit 8a), by getting customers from a younger age, and therefore following them throughout their lives. In terms of image, the goals of this campaign were to strengthen the company’s brand image in luxury segment, and differentiate it from other competitors.
Who was the target market for the BMW Films campaign?
With its campaign, BMW was hoping to reach customers between the ages of 25 to 44 who were new to the luxury car market, without affecting their current customer base, being 46 year old male, married with no children with a median income of about $150 000.
This target audience was therefore well educated, two thirds were very active males engaged in sports and other activities. BMW wanted to target people who wanted a perfect product, stylish and which offered great driving experience.
Last but not least, the target was highly attracted to technology, as the “Internet was used by 85% of customers before buying a BMW”; the films on the Internet therefore targeted perfectly these people.
How successful has the campaign been? Why or why not?
There are two ways of defining a successful campaign: the effectiveness and efficiency.