In my opinion, the BMW films where a great idea at that specific moment in time. The company had no new product launches to promote. Furthermore, budget was available in order to “experiment” new ideas and innovative advertising and promotion actions. With this pure branding exercise BMW had little to lose (mainly money) and a huge deal to win.
The campaign proved to be an incredibly successful one. In order to measure and justify this effectiveness I have chosen to highlight the following reasons:
• Number of people who watched the BMW films: The films reached a great amount of people (aprox. 9 million viewers) in the early stages of the campaign. Furthermore, BMW had managed to capture the audience they were targeting
• Feedback from the viewers: The positive feedback received proved to the marketing team that the campaign had been a success. Comments showed enthusiasm and in some cases even led to action.
• Feedback from the media: BMW achieved to generate the sufficient interest in order to receive praises from media publications that gave the initiative a “Hollywood movie” status.
• Press activity: The marketing team was overwhelmed when they saw that the press activity was 10 times higher than expected.
• Viral Campaign: One of the most unexpected achievements of the campaign was to produce a massive chain reaction amongst the viewers. 94% of viewers recommended the films to others.
• Increase in sales: After the BMW films campaign, sales in 2001 increased almost 12% from the previous year. In this year BMW surpassed the 200,000 sold units barrier for the first time in North America.
What was the motivation behind the idea?
Given the opportunity to do pure branding the marketing team aimed at achieving through non-traditional promotion a memorable campaign that would remain in people’s minds for years to come.
The motivation behind the campaign was to “refresh” the BMW