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?
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,