Bavarian Motor Work created its BMW Films campaign to be unconventional with its non-traditional marketing. BMW sought out to change its frame of reference, for its target market segment; to do this BMW did not rely on deception in its advertising execution. Throughout each of the BMW films the viewer knew that the plot revolved around a BMW vehicle and what the car could do for the actors.
BMW has three market segments that create the 7 Series, the 5 Series and the 3 Series. Each of these segments has their own target market group audience. The 7 Series segment customers are over 50, married and have an income over $200,000. & Series customers are usually well established in their career. 5 Series customers are between the ages of 35 to 50 years old and are married. This segment is usually in the process of building their career and has an income between $100,000 to $200,000. The last segment is for the 3 Series. This segment consists of business professionals less than 35 years old, they are single and just starting out in their careers. During the time of the launch this segment was very tech-savvy with the Internet as it was increasingly becoming more popular. Therefore, BMW Films website is a good strategic move to launch the new look of BWM. BMW was interested in marketing to the 3 Series segment because they have the potential to become a BMW customer for life.
BMW needs to change its frame of reference for the 3 Series market. Currently the 3 Series market segment feels that BMWs are the vehicles that their parents drive. They don’t view BMWs as a vehicle they would want to drive or own. The 3 Series market views BMWs as an old brand, not a fun fast car that they are most likely looking to purchase. BMW needs to become new and innovative, if they want to attract new life long customers. BMW has to make the 3 Series market believe that BMWs are the vehicles for them.
The individual BMW films themselves were