BMW caught on camera

Mortimer, Ruth
November 2004
Brand Strategy;Nov2004, Issue 187, p55
Trade Publication
Outlines automobile firm Bayerische Motoren Werke AG's move from push to pull marketing through the BMW Films campaign where the car's role is supported by a host of Hollywood actors. Estimated number of film views needed in the first year of the campaign to attract the same amount of brand impressions as a traditional campaign; Strategy to keep public relations and marketing voice out of the picture and sell it as entertainment; Impact of the campaign on three audiences.


Related Articles

  • BMW to sponsor cinemas.  // Campaign;8/26/2011, Issue 34, p8 

    The article reports that BMW has continued its 1 Series "one origin, two originals" advertising campaign in collaboration with Picturehouse Cinemas to sponsor its Origins Film Season.

  • Love Trumps Age in BMW Pre-Owned Push. Greenberg, Karl // Brandweek;4/28/2003, Vol. 44 Issue 17, p11 

    Reports on the advertising campaign for Certified Pre-Owned (CPO) vehicle program of Bayerische Motoren Werke AG (BMW). Features of the television spots; Age group the campaign is targeting; BMW spending on CPO media in 2002.

  • BMW benefits from audio books. Jackson, Kathy // Automotive News Europe;10/2/2006, Vol. 11 Issue 20, p15 

    The article reports on the audio books offered by BMW as part of its innovative marketing campaign. To reach consumers across the globe, the marketing department of BMW has decided to put less money and effort into traditional media such as television and newspapers. It is testing new ways to...

  • Auto Report: Putting people first.  // Campaign Asia-Pacific;Aug2011, p59 

    The article presents a case study on the 'Joy of BMW' campaign, of BMW, where the Beijing division of Leo Burnett Worldwide Inc. had to localize the concept for a mainland Chinese audience. The first communication for the campaign was to include a human element to the brand, and the art...

  • BMW says X5 sport wagon will get siblings. Henry, Jim // Automotive News;4/24/2000, Vol. 74 Issue 5871, p4 

    Discloses the plans of Germany-based car maker Bayerische Motoren Werke AG to expand the X5 sport wagon into a line-up that will include a larger X7 and smaller X3 for the United States market. Projected annual sales for 2000; Confirmation of a plan to build a car below the 3 series; Rationale...

  • BMW touts Z4's testosterone. Henry, Jim // Automotive News;11/11/2002, Vol. 77 Issue 6011, p6 

    Reports that Bayerische Motoren Werke AG (BMW) is promoting its automobile Z4 to make it appealing for men. BMW executive who is in charge of promoting the Z4's masculine image; Internet movie series in which BMW features the Z4; Two versions of the Z4 that would be available in the U.S.

  • BMW in 'heritage' template for mailings. Kleinman, Mark // Marketing (00253650);6/5/2003, p8 

    German automobile company BMW AG is embarking on a relationship marketing program to develop long-term ties with consumers by introducing a direct marketing template than can be rolled out across its range, as of June 5, 2003. BMW will launch a direct marketing (DM)campaign for its 5 Series car...

  • Brand's Identity Is the Horsepower for Car Ads. von Hoffman, Constantine // Brandweek;9/25/2006, Vol. 47 Issue 35, p46 

    The article presents information on the advertising campaigns of BMW and Volkswagen for their Montego Blue 3 Coupe and VW Jetta automobiles respectively, in the U.S. In the campaign of BMW, a car is shown driving around an office. The VW Jetta however, relies on syllogism to connect the car with...

  • Medium launches advertising. O'Reilly, Lara // Marketing Week (Online Edition);7/30/2014, p4 

    The article looks at blog publishing platform Medium as of July 2014, with particular focus on its first advertising product that will be sponsored by German car manufacturer BMW. Special attention is paid to the product which is a collection of posts, called "Reform." Also presented is the...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics