Bmw Films
In 2000, sans the release of a new vehicle, BMW did some pure branding by developing BMW Films online only shorts supported by other media. The efforts saw stellar results. Automotive companies constantly do battle to capture an audience of eager players at the right moment in the purchasing funnel who are interested in driving off a lot with a new vehicle.
Such was the case in 2001, when the “Ultimate Driving Machine” became the ultimate interactive marketing campaign through BMW Films. Traditionally, BMW had always supported the release of a new vehicle with an advertising campaign designed to reinforce the brand promise of delivering the world’s most exciting luxury cars.
BMW always try to deliver a unique message in an increasingly crowded luxury performance car market. BMW knew that the average work-hard, play-hard customer was 46 years old, with a median income of about $150,000. Two-thirds were male, married, and had no children. As BMW sliced and diced its market further, an interesting statistic surfaced: Roughly 85% of BMW purchasers used the Internet before purchasing a BMW.
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