Bmw Films

BMW FILMS

1. BMW Films, which consists of series of short films for internet, has emerged as an idea in early 2000’s. It was a great idea to implement due to the position of BMW in the market. BMW didn’t have to promote any products because the brand became stronger more than ever in U.S. As non-traditional and innovative advertising, BMW Films was created as a new communication way by BMW. However, BMW lost audience size because unlike short films for the internet, a series of TV ads are seen by many people. So, BMW became partners with Anonymous Productions. Each one of successful and well-known directors who worked for the company chose one script to produce six-minutes of short film. As a result, 9 million film views were recorded on bmwfilms.com website. Also, BMW got positive feedbacks from The New York Times, Time, Entertainment Weekly and Variety. Lots of viewers recommended the films to others and that increased the number of viewers. After the BMW’s film campaign, sales of the company are increased almost 13% in 2001. So, the results demonstrate that the idea of BMW films was successful.

2.The motivation behind this campaign was to improve communication between the consumers and the company itself by focusing on entertainment and to indicate what makes a BMW a BMW. BMW didn’t have any new product to introduce into the market and it had time to make improvements. Also, it has been targeting psychographic with the different series. Its’ existing average customer was 46-years old. So, It can be said that with the new campaign, BMW selected younger people as target customers and protected its’ existing customers. The new target customers could be selected under the age of 44.

3. The typical North American BMW customers were 46-years old. Two-thirds of BMW customers are male and most of them were well-educated and married males who had approximately 150.000$ annually income and no children. Also, technology is so essential for BMW customers because...