You say you want marketing news and commentary? Well, you came to the right place. The Big Fat Marketing Blog is updated daily by the editors of Chief Marketer, Direct, Promo and Multichannel Merchant. Opinions? Oh yeah, we got em'. Don't say we didn't warn ya'.
BMW, the iconic car maker, is changing up its ad campaign, ditching power and performance for joy.
The company says the new work more accurately reflects the mood of its consumers, who have traded in luxury for frugality. Here’s a peek at the new TV spots.
The new creative features actual BMW owners, as opposed to mainly showcasing the vehicles.
Time will tell if this was a wise move…
BMW, the iconic car maker, is changing up its ad campaign, ditching power and performance for joy.
The company says the new work more accurately reflects the mood of its consumers, who have traded in luxury for frugality. Here’s a peek at the new TV spots.
The new creative features actual BMW owners, as opposed to mainly showcasing the vehicles.
Time will tell if this was a wise move…
Trading a feature (performance and reliability/quality) for an emotion will surely work.
As a previous owner of two 328s, the emotion inspired by owning a BMW stands out as a lasting benefit. BMW has also done a great job of selling safety. That’s another human desire built upon the emotion of saving your life and that of a loved one. But this security also reinforces joy.
The closer a brand sells its ability to satisfy a basic desire with emotion, the greater the selling success.
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February 19th, 2010 at 8:16 pm
Trading a feature (performance and reliability/quality) for an emotion will surely work.
As a previous owner of two 328s, the emotion inspired by owning a BMW stands out as a lasting benefit. BMW has also done a great job of selling safety. That’s another human desire built upon the emotion of saving your life and that of a loved one. But this security also reinforces joy.
The closer a brand sells its ability to satisfy a basic desire with emotion, the greater the selling success.