In 2010, BMW embarked on one of it’s biggest branding campaigns. A new theme, “The Joy of Driving,” was added to every television, digital and print ad, as well as events. The theme shifted the focus from the car to the car owner. The “Ultimate Driving Machine” slogan still appears in the ads but the shift was apparent in one of the print ads that read “At BMW we don’t make cars, we make Joy.” BMW’s 2010 Joy campaign kicked off in the Winter Olympics. Spots included 60 second commercials showing how BMW brings “Joy” in driving. BMW integrated the message in the Games by sponsoring NBC’s “Olympic Moments of Joy” segments.
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