Bmw Films

BMW Films

Eric Faulkner - 10063739

BMW has changed the luxury car industry’s traditional marketing strategies by introducing a short film series that highlights the style, power and performance of their cars. Initial results show that consumers and critics alike are praising the campaign. With the success of The Hire short film marketing campaign, will BMW continue the series in the same direction it is headed.

Luxury car companies have always marketed in the same way, showing their car speeding down a nice road while a narrator talks about the specs. BMW wanted to change that and show what their cars could do under pressure. Their problem was that product placement in feature films would often disinterest fans.

BMW also wanted to solidify their brand image during a period where few new models came out. Since traditional ads usually talked about new specifications, BMW had the opportunity to show the functionality of their car in a short film rather than simply talk about a useless new addition. BMW also connected with their customers by bringing in big Hollywood directors and actors that consumers were familiar with. This helped raise brand awareness and value because A-list celebrities add value to the product.

BMW was looking to hit the market of busy, always on the go customers that would only have time for an Internet series rather than a TV show. This was their target market and The Hire series was the perfect Segway to reach them. BMW realized that the Internet was becoming a powerful tool and could be used to reach millions of potential new customers and did so with a gripping mini-series involving their luxury cars.