New theme for BMW brand communication
“Joy” is the core brand value of BMW - and now “JOY” is being moved to the forefront of BMW’s worldwide marketing communication. The joy in design, of life, in beauty, joy in progress, and of course the joy of driving, as expressed by ‘sheer driving pleasure’, will form the central theme to all current and future BMW marketing campaigns..
The new brand communication activities form the emotional foundation for the realisation and tone of the entire BMW communication campaign. Emotion has been placed in the spotlight, and examples of claims in the worldwide campaign are “JOY IS YOUTHFUL”, “JOY DOES NOT COMPROMISE”, “JOY IS EFFICIENT DYNAMICS”, and “JOY IS BMW”.
Through the theme of "Joy", BMW brand communication will also focus on two main points: BMW’s EfficientDynamics strategy and the aesthetic design of all BMW vehicles. The interplay between the concept of “Joy” and these vital elements will support BMW brand communication as it seeks evolve from the existing awareness of, and connection to, ‘sheer driving pleasure’.
The origin of BMW’s ‘sheer driving pleasure’ is the unique, uncompromising combination of efficiency and dynamics. Efficient Dynamics stands for equipping BMW vehicles with the latest innovative, fuel saving technologies that enhance driving pleasure on all BMW vehicles. In the campaign, the sportiness and dynamism of BMW vehicles is combined with outstanding efficiency.
Joy is endlessly beautiful and worldwide the most important driver of a brand’s strength and buying decision is from design and aesthetical appeal. Design is therefore also being moved to the forefront of BMW communication worldwide.
Mohamed Fawzi, Marketing Manager, BMW Group Middle East said: “ The new global campaign reflects the emotions of the BMW brand. This is not a seasonal marketing campaign but a new long term positioning for the BMW brand. The campaign has been rolled out extensively across the Middle East region utilising print, online, outdoor, cinema and tv advertising mediums."
By focusing its brand communication, BMW is taking account of the media explosion, the change in media behaviour and the increasing heterogeneity of the worlds inhabited by BMW target groups. The communication is globally standardised and will be controlled by the “International Powerhouse”, the international BMW advertising board consisting of the marketing managers from the largest sales markets and the corresponding regional representatives. The communication tools are being produced centrally to a great extent but will be made available to individual markets for adaptation. The agency, GSD&M Idea City, Texas, is responsible for creating and realizing the "JOY" brand campaign.
