Developing and Managing Products

On January 6, 2010, BMW ran a personalized mobile video advertising campaign to promote it's X1 car model to a younger demographic in China. BMW is grrowing quickly in China as its sales are up to this year more than 40% to 90,000 units. BMW recognized that the mobile device is the primary Internet access tool in China and is the most relevant medium for a younger demographic. Alexander de Boissezon, business development manager at Clip in Touch, Netanya, Israel, said that BMW wanted to have a unique camaign targeting a younger demographic with a high impact and personal message. The personalized videos were designed to create an impact so that the viewers would show their friends and create a buzz that BMW was sending a pesonalized greeting. Initial response of the campaign was positive, generating more test drives in a three day period than at any time of the year. BMW believes that it empowers people to express their individuality and wanted its X1 marketing message to do the same.