Vizeum (offline); Zed Media (online)
Brands within the automotive sector have generally kept up their ad spend, despite the economic downturn.
BMW is no exception and the firm¹s latest campaign, called simply "The Story of Joy", suggests the car manufacturer wants to inspire potential buyers to consider a BMW when purchasing their next model.
It first aired on 17 August, has run for the past few months and features numerous drivers enjoying using their BMWs in various locations.
The ads feature different models from the BMW range from brand new to some that are no longer in production, while the narrator discusses how joy can be evoked before concluding that BMW does not only make cars, it also makes joy.
The concept of appealing to the consumer in this method is interesting, in that it alludes to the sensation of driving a BMW as opposed to the benefits of owning one; suggesting the ad has been used to place BMW as an ³aspirational² brand in the consumer mindset.
The index scores for BMW have shown a steady recovery since its Mini factory closure earlier this year. However, the new campaign has enabled BMW to achieve year-high scores in some indicators.
When the campaign first aired, buzz, corporate and recommend scores were at +5, +36 and +24 respectively. Following the ads, buzz peaked at +10 on 26 August, while corporate scores hit +39 a day earlier.
At the beginning of September, the ads aired again and the indicators improved further. This time, buzz peaked at +13 on 7 September, the highest since January. Recommend scores peaked at +26, while corporate reputation scores reached +39 on 7 September the highest score in this indicator this year.
With BMW staying true to its heritage of being a high-quality brand that people desire, the ad has helped it achieve a full recovery from its position earlier this year. Sales figures tell a similar story: BMW had three models in the top 10 best-sellers in the UK, according to the Society of Motor Manufacturers and Traders.
By Richard Wood