BMW of North America LLC launches a national advertising campaign aimed at capturing the imaginations of potential buyers, while also instilling pride in current BMW vehicle owners and loyalists.
Dubbed “Company of Ideas,” the new marketing strategy will encompass print, TV, Internet and outdoor billboard mediums and is meant to underscore BMW’s independence and freedom to pursue innovative ideas, the company says.
“BMW has carved out a unique niche in the industry by placing a premium on constant innovation and inspiration,” says Jack Pitney, vice president-marketing, BMW of North America. “This campaign will reveal the company behind The Ultimate Driving Machine.”
Created in collaboration with the auto maker’s new advertising agency, GSD&M of Austin, TX, the new ads are angled towards consumers who share many of BMW’s attributes.
They include an independent spirit, a drive to challenge conventional wisdom and an appreciation for a brand’s ability to offer substance and style, the company says.
Print ads feature a bold, text-only format and serve to highlight core BMW ideas, attributes and innovations. Placement will focus on lifestyle publications such as Architectural Digest, Vanity Fair, Forbes and The Wall Street Journal.
The campaign’s TV ads, airing on major cable and network channels, will carryover much of the same idea-laden boldness found in the print ads, while also serving as an outlet to humorously portray certain personalities that create barriers to inspiration and independent thought.
Each commercial will conclude with a shot of parent BMW AG’s contemporary plant in Leipzig, Germany, and the tagline: “We make sure great ideas live on to become Ultimate Driving Machines.”
