German Car Zone

Marketing 101 : How would you market a BMW?

Since there is a varied interest in what I do how would you market a BMW?

Here is a chance to show your creativity and share your ideas for a presentation for the ( say if it was happening) and I will make it easy or hard the -BMW CS Concept aka
BMW 7er Gran Turismo.

What visuals would you use? , what kind of music? and what demographic are you aiming for with this car?

Your challenge is to develop a theme using the below brief.

"The 7er Gran Turismo will be the flagship of the BMW brand. A worthy dynamic car that will be unsurpassed , unrivaled , unequaled and unbeatable. The design is a sleek low four door Coupe in which it's jaw dropping design is just the beginning of how the car drives and performs. Inside the car is luxurious with a sporty edge , 4 passengers sit in supreme luxury. The car is the epitome of what the BMW brand is all about "Sheer Driving Pleasure"

Themes to be used can include : Design.Luxury.Comfort.Sport.Dynamic.Efficiency.Per formance.

I will go first.

A floating line which moves like a snake appears as it moves across the screen we have some text "unsurpassed" and then another line ,"Unrivalled" then another "Unequalled," then another and so on before they begin to form the outline and the areas of the car , as it flashes to the actual car where the CGi generated line equals the car , the rear swage line , where the rear wheel arch sits and so on to the lines form the car and then the CGi lines form the car which then from the shadows reveal the actual car.
Still in the shadows we see the sculpted bonnet spread as the light hits, illuminating the BMW badge , then the side sculpture , glasshouse , rear wheel arches , the outline of the taillights , the roof and so on , Then after a pan to the front the LED angel eyes illuminate as the close up goes to the LED and more floating lines that move like snakes begin to form the interior again the same idea as the interior emerges from the shadows. showcasing the comfort and luxury awaiting the owner.

For the driving sequence - I would use either an Asian city either Singapore , Shanghai or Tokyo - A modern metropolis besieged by light and visuals. Driving at night with the car on the streets that reflect it's neon to the cars surfaces. driving through the city streets at night on overhead highways plenty of driving shots across bridges - engine at full growl , stop-start and Brake energy regeneration at interchanges and stop-lights. POV of the car driving through the streets. And then a cut to to the world famous high way in Abu Dhabi where the car will be seen negotiating the curves and straights allowing plenty of helicopter shots from the air and gyro camera shots from the ground over , aside and on the car as it negotiates the road.

The final stop would be in a City at sunrise as the car pulls to a stop the sunlight reflects the cars design sculpture as it pulls to a stop at sunrise with a new metropolis behind it (say Dubai).

The music to begin with will be low electonic beats per minute , till we get to the driving sequences a bit more electronically with classical overtones - Euphoric music.

Now you go.

Someone told me once that marketing just tries to sell to the people something, and very often when they don´t even need it.

What is the intention of these latest post from you talking about the CS car?.

With this post, he's directly collecting idea/information for BMW and should explicitly have stated that and how the information will be used.

The common misconception about marketing is that it's a tool for tricking people into buying something. Marketing is more than that. It's product development, branding, market research, segmentation and basically the processes used to turn an invention or idea into a product that people are happy to buy. Lastly, marketing does the important bit of distinguishing a product from other similar ones.

hm great

some sketchy ideas
i'll try to develop it further later on

starting off in an opera (classic theme)
http://www.youtube.com/watch?v=gri31...eature=related starting@3:43
the focus is on the singer
wide angle shot showing the audience - touched by the drama

black screen
white letters: "emotions inspire" /or "drama has many expressions"
people leave the opera house[heavy rain-darkened sky]

classic music is fading - no music -
a man(elegant dressed) standing on the stairs - focus is on his eyes(green) - looking into the distance (rain drops mark is face - he doesn't care)
black screen
IAMX - KINGDOM OF WELCOME ADDICTION http://www.youtube.com/watch?v=QHWHMy_WZOo&NR=1
white letters: "joy..."
the letters fade into the interieur
brown leather
white letters :"...has many faces" /or "...only knows one expression"
cam leaves the car fast(its already driving)
the opera scene is morphing into a long curvy road (similar to "a new era" 7series video)
dark outside (cold colors - no rain) - the moon lights the car (to show the contrasts between the 7series and the 7GT...the evil twin?)
cam moves, starting at the rear edge(showing the LEDs), over the side profile of the car (the moonlight is playing on the cars surface)
focus on the front lights
white letters: "joy..."
cam shows bmw kidneys and logo
white letters: "...is our buisness"
cam moves slightly up but stays in position ... car accelerates ... car moves by(cam still in same position)

(edited from the new era video)
... screen shows the landscape up front with a dominant moon and a skyline in the distance...typical bmw jingle sets in ... bmw logo on the right

Scott, Sometimes your write-up sounds very much like T. Is he still around?

I would like to hear some good and bad examples of BMW marketing.

My opinion:
7-series....Moscow hour glass was so so(wonder what shareholders think).....rest was good.

X6M - Poor debut and photo shoots.

Guido is back tomorrow.

Actually the much maligned "Never Stand Still" fullfilled it's intention. many of the people who came to the event now drive an F01/F02 7er.

Bothe X6 and X5M were destined for debut in Shanghai only, But X6 M was moved forward to New York , so BMW NA took responsibility over the marketing because they were hosting the debut.

This is why they shouldn't be using the same handle. Despite that, I can still tell the difference though.

Here is mine:

BMW CS: We can't spell, but we can build the perfect car!

Sorry for the joke

fast sketches of my ideas

more to follow