[Mark]

BIMMERPOST NEWS

Joy is coming to the USA for the Olympics (including VED spot)

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BMW Introduces Joy to its Olympic Marketing Efforts

New “Story of Joy” Campaign Taps into Human Side of Brand and Provides Platform for Automaker’s Future Global Communications

Woodcliff Lake, NJ – February 12, 2010… BMW of North America today launched its largest brand awareness campaign in its history – “Story of Joy.” The campaign will break during the Opening Ceremony of the XXI Winter Olympic Games and continues at a pace heavy enough to make BMW the largest luxury automotive spender of the Games. “Story of Joy” will serve as the umbrella for the automaker’s global communications.

“Story of Joy” introduces a new creative aesthetic characterized by strong, colorful images often conveying people and their experiences with the subtlest of references to BMW products punctuated by various three-word headlines leading off with “Joy Is…”

The new campaign from BMW and its global creative partner, Austin-Texas-based GSD&M Idea City, media buying agency Universal McCann of New York City, and interactive agency Dotglu of New York City, represents the largest, most comprehensive marketing initiative in the company’s history and incorporates a number of innovative elements across television, digital, mobile and out-of-home platforms. An advertising first for this groundbreaking campaign is BMW’s use of MSN’s new proprietary enhanced video capabilities for a nine-video panel homepage takeover in mid-February.

“The ‘Story of Joy’ encapsulates the sentiment shared throughout BMW that we are more than a car company. We are creators of joy,” said Jack Pitney, Vice President, Marketing, BMW of North America. “All of our efforts in engineering, design and technology are about one thing, which is creating moments of joy. Given recent trends in consumer mindsets, the campaign refocuses BMW on the joy of driving and sharing those moments in an upbeat, humanized and refreshing fashion.”

The campaign heavily incorporates high-impact television placements to run on NBC, MSNBC and CNBC during the 2010 Winter Olympic Games and the Academy Awards. Additionally, throughout NBC’s two-week televised coverage of the Winter Games, BMW will be the sole automotive sponsor of the network’s “Olympic Moments of Joy” segments highlighting the triumphant tales of real-life Olympic athletes as they unfold.

The first of two television spots, a 60-second piece entitled “Story of Joy,” will make its debut on NBC February 12th during Opening Ceremony of the Winter Games. The piece opens with a detail shot of BMW’s signature kidney-shaped grille and moves into quick-cutting “snapshots,” from contemporary and vintage video footage, creating a collage of people experiencing joyful moments of life with the products that illicit them. The voice over that closes the spot states, “We realized a long time ago that what you make people feel is just as important as what you make. And at BMW we don’t just make cars. We make joy.”

The 60-second “Tunnel” spot, which will premiere on February 15th, depicts the futuristic-looking BMW Vision EfficientDynamics Concept Vehicle driving through a dark tunnel, its image giving way to glimpses of vehicles in BMW’s product line-up as it darts in and out of shadows. At the other end of the tunnel, the entire product portfolio emerges into full daylight and the video cuts to smiling drivers behind the wheels. A voice over intones, “Every BMW is created with EfficientDynamics – technologies that maximize the joy of driving and make us the most fuel-efficient luxury car company in America.”

Multiple digital platforms and executions are also central to the “Story of Joy” campaign. In an exclusive arrangement with MSN, BMW will mount a homepage takeover on February 15th distinguishing the automaker as the first advertiser to employ the web site’s new proprietary enhanced video capabilities. The new MSN technology creates a 3-D-like display which allows users to access any of the nine BMW-sponsored “Golden Moments of Joy” video panels directly from the homepage. The interactive video panel is expected to attract nearly 125 million users in its one-day homepage takeover.

Additionally, beginning with the Olympic Games, BMW’s partnership with NBC extends to NBCOlympics.com with “Golden Moments of Joy,” a section of the web site that will feature all the Gold Medal moments, through a combination of video and still pictures framed by BMW banners, for each day of competition. Similarly, a mobile version of the site, also carrying BMW banners, will render the "Golden Moments of Joy" content easily accessible through mobile devices. Also starting in April, a "Story of Joy" experience micro-site, at bmwusa.com/JOY will run unscripted BMW-produced content highlighting real-life tales of BMW enthusiasts and owners.

The campaign’s targeted print buy revolves around custom creative treatments for Vanity Fair’s March “Hollywood” issue, a four-page spread featuring vintage images of Elvis posed with his BMW 507 and the headline "Joy Is Timeless."

High-impact out-of-home in New York City, Los Angeles and Spartanburg, South Carolina, home of BMW’s North American Manufacturing Plant and Performance Driving School, during the months of February and March round out the campaign.

The latest spot in the BMW JOY commercial campaign is titled BMW Physics Lesson. The ad features a young school boy who teaches the viewer about BMW's EfficientDynamics concept. The ad also represents a continuation of the BMW vs. Audi commercial battle. See for yourself.

[THE JEDI]

[335fourdoor]

it's starting to get on my nerves.

[kcgman]

The Wall Street Journal has an article on page B5 of today's paper (Sat. Feb 13). Excerpts are as follows:

"With Americans tightening their belts, BMW AG is parking "the ultimate driving machine" in the garage, at least for a while. The auto maker for years has promoted the power and performance of its cars using that slogan, one of the longest-running and most well-known in the auto industry. But now the company is switching gears. On Friday, it was launching an advertising campaign that focuses on the joy the company says comes from owning its vehicles and suggests BMWs are safe for mothers and children. One print ad uses the tagline "Joy is Maternal" - a departure from past promotions that touted horsepower, handling and acceleration.

In another big change, the campaign features photos of real BMW owners more than shots of its vehicles.

BMW declined to say how much it is spending on the campaign; it said it is the most expensive brand-wide campaign ever in North America for the German auto maker.

The shift in BMW advertising illustrates how makers of luxury autos are trying to alter their messages to fit the mood of America as the country pulls out of the worst economic downtown since the Great Depression.

The new appreciation for frugality and values means companies like BMW have to find new ways of persuading people to pay $30,000, or much more, for a car.

In coming months, BMW's ad campaign will evolve into a value message. It will emphasize the quality of the engineering, vehicle safety, the company's four-year or 50,000-mile free service package and the fuel economy of its diesels and hybrids.

Its latest campaign will still include classic elements: One print ad to appear in the March issue of Vanity Fair will show a black and white photo of Elvis Presley stepping into a BMW 507. Another shows a boy at a steering wheel the slogan, "Joy is Youthful.""

----

I thought it was an interesting article, and I learned a few things to boot.

1. BMWNA sells cars at the $30K price point.
2. BMWNA sells hybrids
3. There's such a thing as a 507.

Of course, it could be that I'm still asleep and will wake up to realize that this was all just a dream.

[wwjbd24]

I think they ran these back awhile ago, moms and children and such talking about how they were saved because of their x5s or whatever, but cool info

[John 070]

A 328i sedan, with sport/premium/xenon is 40k. Add steptronic and cold weather? That car costs a fortune--not very value-oriented imho.

Those types of numbers were 335's just 4 model years ago. BMW is definitely acting contrary to the economic climate.

What is crafty is that the car comes with a value package incl. leather, and when you opt for premium, you zpp is not discounted, like paying for leather twice. Nice "value" move.

[jopa489]

Saw the commercial last night. Not bad, I liked it.

[Vintage]

it is a good add campaign and I like it

[Ender514]

nice

I like the commercial a lot actually. It stirs my emotions of owning a BMW

[BMW269]

I like it. It shows a positiv side of BMW, and not the negativ one as there is in EU, for Audi also. We have a stereotype of BMW drivers that are arrogant, desrepectful, ricer, dealers, gangsters and so....

[BMWinNorthdakota]

I like the comercial alot! awesome message.


However, I feel like the old voice over guy fit the brand so much more...

Edit: After watching the comercial (live on tv), I think it may be the same guy?

[ibeclueless]

nice nice

[Robert]

Coincidental? Here's an excerpt from today's Wall St. Journal on BMW's new marketing

With Americans tightening their belts, BMW AG is parking "the ultimate driving machine" in the garage, at least for a while.

The auto maker for years has promoted the power and performance of its cars using that slogan, one of the longest-running and most well-known in the auto industry.

But now the company is switching gears. On Friday, it was launching an advertising campaign that focuses on the joy the company says comes from owning its vehicles and suggests BMWs are safe for mothers and children. One print ad uses the tagline "Joy is Maternal"—a departure from past promotions that touted horsepower, handling and acceleration.

In another big change, the campaign features photos of real BMW owners more than shots of its vehicles. In the past, images of BMW vehicles dominated its ads. People—and even celebrity pitchmen—were shunned to keep the focus on the car. The new "Joy" campaign "is a big departure for us," said Jack Pitney, vice president of marketing for BMW North America. "We hope to really add some humanity to our brand" and show the diversity of its buyers, he said.

Rest of the article is on

http://online.wsj.com/article/SB1000...condHighlights


What I noticed is this is aligned with BMW's move from niche performance market to an all purpose luxo-performance mass market, where more buyers exist.

The 507 is a beauty. I'd forgo all the Ms for a 507. Unfortunately you need a lot of Ms for one 507

[mtechnik3]

[Berduderunner]

I liked it last night... cool clips

[135forthewin]

Originally Posted by MarkE90M3

Attachment 349049

Saw this and thought, hmm...

So did they photoshop or go back to the same location?

Good commercial nonetheless, that just caught my eye haha

[Oulixes]

Originally Posted by kcgman

...
Of course, it could be that I'm still asleep and will wake up to realize that this was all just a dream.

I fear it is not a dream, it is becoming a nightmare. The company that made its name on engineering is transferring its focus on crude commercials about "joy," "developing" cards smelling like "joy of leather," and communicating way too much in a manner used by other well-known formerly great car companies. Joy is easier to provide than a reliable HPFP.

[ORIGIN M.]

Joy defines the future!

[fatjoez]

Originally Posted by John 070

What is crafty is that the car comes with a value package incl. leather, and when you opt for premium, you zpp is not discounted, like paying for leather twice. Nice "value" move.

feel your pain brotha.

but lets not forget....
When it comes to good business.. Nothing is free.

& BMW with its "Value Package free leather" is no exception

[Romo]

Originally Posted by THE JEDI

Voice sounds like Patrick Stewart.......................

[bcoz]

Originally Posted by 135forthewin

Saw this and thought, hmm...

So did they photoshop or go back to the same location?

Good commercial nonetheless, that just caught my eye haha

Well spotted.

Looks like photoshop to me ....car/house/tree shadows are the same, cloud cover (bits you can see) is the same, wheel spokes are in the same position even tho the car is a coupe in one and a vert in the other.