Bmw Case

What was BMWs motivation behind the imagination of producing the films? BMWs 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 fitting to make use of this time to shift its strategy from push to pull. The goal of this advertizing was to take in the most exciting, fun thing flock had ever seen get laid out of their computer. In terms of numbers, this extend was used to champion growth and sales, which had been growing excessively since 1992 from 60 000 units s overage to 180 000 units (exhibit 1).In terms of cigargontte, BMW wanted to attract younger generations while still memory its veritable target earshot. This would enable the brand to increase the already racy brand loyalty (44. 7%, Exhibit 8a), by getting customers from a younger climb on, and hence following them throughout their lives. In terms of image, the goals of this lam were t o strengthen the companys brand image in sumptuosity segment, and differentiate it from former(a) competitors. Who was the target market for the BMW Films disturb?With its promote, BMW was hoping to reach customers amidst the ages of 25 to 44 who were refreshful 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, cardinal thirds were very active males engaged in sports and other activities. BMW wanted to target people who wanted a perfect product, fashionable and which offered great driving experience.Last but not least, the target was passing attracted to technology, as the Internet was used by 85% of customers before acquire a BMW the films on the Internet therefore targeted perfectly these people. How booming has the campaign been? Why or why not? There are 2 ways of defining a successful campaign the effectiven ess and aptitude. In terms of effectiveness, it is important to contrast the results according to the initial goals. Overall, the campaign was truly successful BMW sales increase by 12. 5% compared to 2000.Concerning peachs, films were viewed 11 one thousand thousand times in the first four months, and were seen by 1 981 049 people in total. The short films were recommended by 94% of the people who registered on the website, screening how incredible and successful the roll was. Last but not least, two million people registered on the site after viewing the films and 60% signed up to receive newsletters and other information. In terms of numbers, this campaign was therefore obviously very effective it was a tremendous buzz and gave the brand a cooler and younger image.Concerning target audience, in semblance with the overall goals, BMW was very successful here again. In fact, the median age of the people who registered on the website was 31, exactly in the target market goal. Moreover, the higher(prenominal) segments of viewers were in the range of 25 to 34 years old (35%) and between 35 to 44 years old (22%). These segments include two young people targeted by BMW and its current target market. 63% of viewers were educated and 68% of profile visitors owned non luxury makes, and were therefore new to the luxury segment.Here we can clearly see that all target objectives were reached by BMW. In terms of strategic goals, the company was also successful it perfectly produced the most exciting, fun thing people had ever seen, and think their message on what makes a BMW a BMW. Here is what a viewer said BMW lets the directors do whatever they want and theyre not eer shoving the BMW logo in your face or anything. Here again, BMW reached its entire strategic goal.Overall, the campaign was extremely effective in terms of achieving goals and communication to customers. Although effective, it is important to encipher the efficiency of this campaign. In order t o do so, it is necessary to calculate the bell per Thousand (CPM), and compare it to an ad airing during the super bowl. The calculations are detailed in Appendix 1. I have focused my compendium on the movies which aired on the internet, their costs of production and number of viewers, to compare it to the super bowl commercials.Overall, even without considering the costs of publicity (trailers on TV, release advertising) which reached $14 million, the CPM is way higher than for super bowl commercials ($ 7571 against $ 31. 25 respectively). Therefore, the efficiency of the BMW film series was low, as costs were way higher compared to the audience reached. In conclusion, this BMW campaign was very effective but not efficient. BMW should straightaway focus on an encore. I believe that the company should bring in a DVD to give to dealerships in order to reach voltage customers and already existing customers who didnt view the movies.In addition to that, BMW should produce three t o four new films with Clive Owen. This would enable BMW to answer the demands and desires of their customers, without disappointing them. When utilize A Brand New World, I believe that BMW was really able to create brand strength and not only brand awareness. This campaign really enabled the company to create an emotional attachment with both its customers and potence customers. Appendices Appendix 1 Cost per Thousands comparison BMW FILMS ON WEBSITE AD DURING SUPERBOWL Cost of production/ ad $ 15 000 000 $ 2 500 000 Circulation 1 981 049 80 000 000 Cost Per Thousand (CPM) $ 7571 $ 31. 25 Appendix 2 Target effectiveness, framework of non BMW owners reached pic