BEFORE TO START THE CASE.

We are eager to unveil this smart and original campaign that communicates BMWs culture of creativity so thoroughly. BMW has carved out a unique niche in the industry by placing a premium on constant innovation and inspiration and this campaign will reveal the company behind The Ultimate driving Machine
Jack Pitney, Vice President, Marketing At BMW(North America)

Objective Of The Case:- To Aware The Consumer About The Product

Of BMW Through Their Advertising Campaign And Their Company Idea
May,2006 German automobile (BMW) released a new advertising campaign promoting itself as a Company of Ideas. The Tone & Toner of the new campaign were a huge departure from the companys communication in the past. In 2005, BMW reported annual sales of 307,020 Vehicles(BMW And MINI Brands Combined) MINI is car produced by a subsidiary of BMW. It increases its sale by 11-4% a till 2011 as compared to 4.3 in 2005

1913-karl Friedrich rapp set up Bayerische Flugazeuge-Werke to manufacture aircraft engines in Munish(Germany) 1916, during world war II Entered into a contract to manufactured engines for Austrian-Hungarian army 1917, after facing some difficulties of Over Expenses It was taken over by Franz Josef Pope 1918, Known As BMW AG(Bayerische Motoren Werke) 1918, BMW manufactured its first aircraft engine (type IIIa), its power a biplane to reach in an altitude of 5000 meters in just 29 min, world record 1920, launched its first Mini Car DIXI

1923, company manufactured its first motorcycle named R31( A 500cc Bike). After being failed in 1950 company again launched its new product and got success in 1952. 1961 , after successful launching of BMW 1500 And 700, a company gained a position of Makers of Sporty Car. 1970, BMW targeted the export markets. 1973, first overseas plant in South Africa. 1980, launched its new car Mercedes Benz. 1992, Mercedes outsold in Europe first time. 1988, after Volkswagen exited, BMW become the first European car maker to operate US plant. 2003, It Launched New Model Roll-Royce Phantom( price330000 us$) and sell record 796 unit till 2005. 2005, BMW recorded a sale volume of 1334426. 2011, its total profit was 1,142 Euro million.

Tag Line- The Ultimate Driving Machine and Sheer Driving Pleasure Original slogan was- Freude am Fahren which means Joy in Driving By this slogans company become the 2nd largest selling European Car. BMW retained its strategies through 3 different and separate agencies which helps in BMW Brand consistency. BMW associated, the word Driving & Performance

BMWs principles an independent spirit, a drive to challenge conventional wisdom, and an appreciation for a brands ability to offer both substance and style. All members of the Creative Class whether they are artists or engineers, musicians or computer scientists, writers or entrepreneurs share a common creative ethos that values creativity, individuality, difference and merit. Something different like an iPod which has its own market this class of people had grown in numbers very fast in the last couple of decades and he expected this class to grow further

The campaign tried to communicate BMWs independence and freedom to pursue innovative ideas. BMWs performance is legendary, but how they get there is an important part of the story as well. They get there through passion and inspiration they arent hindered by idea-killing bureaucracy. The attention-grabbing print ads, with their bold message, tried to highlight BMWs autonomy and commitment to protect great ideas and concluded with phrases like to make sure great ideas live on to become Ultimate Driving Machines. Leipzig plant highlighted BMWs philosophy of Inspiration and Innovation and highlighted the importance placed by the company on creativity and innovation. Adds shown in Architectural Digest, Dwell, GQ, Vogue, Vanity Fair, The Economist, Fortune and Forbes and newspapers such as The New York Times, USA Today and The Wall Street Journal & on websites also.

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The ad campaign was unveiled through various media such as: Newspaper Magazines Television Cable network Outdoor billboards Internet

Company won advertising award and also help BMW to exorcise the ghosts of the past. BMW claims that they do not compromise means compromise with consumer in the sense of maintaining the class. Become a niche brand in the market. Analysts opined that preventive maintenance was a bad idea to try for BMW to expand its customer base. But It was a good idea to expand the customer base. Some analysts felt that BMW had taken a big risk by moving away from its core brand proposition.

NO
BMW had the ability to say NO to compromise while saying YES to innovative ideas.

MATCH Another print ad that featured only text, challenged readers to pair luxury car brands with their respective parents companies

OVERTHINKERS The viewers saw images of stuffy corporate types accompanied by a voiceover cautioning them of over analyzers who dont see an ideas true potential. At BMW, IDEAS are everything.

ENEMIES OF IDEAS They spot on the corporate business people and a voice saying they were the enemies of ideas. At BMW, ideas are everything and as an independent company, we make sure great ideas live on to become ULTIMATE DRIVING MACHINE