BMW's "Company of Ideas" Campaign:
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The "Company Of Ideas" Campaign
Though BMW still used the tagline "The Ultimate Driving Machine," the ads placed little emphasis on its high performance features like horsepower, etc.,- a sharp departure from its earlier ads. The new ads projected BMW as a "company of ideas," where radical ideas and designs were encouraged, so that the company's products reflected its tagline as "The Ultimate Driving Machine." Reactions To The CampaignAnalysts were struck by the originality of the ad campaign. Some felt that the campaign would win advertising awards and also help BMW to exorcise the ghosts of the past (read: its association with the yuppie phenomenon of the 1980s). But there were others who were disappointed with the ads. They were also annoyed by the veiled competitor bashing in the campaign and felt that it was bad advertising. Some felt that BMW was insecure and felt threatened by the increase in competition... ExhibitExhibit I: The BMW logoExhibit II: BMW Headquarters Exhibit III: BMW's Key Financials (2001-05) Exhibit IV: Product Segmentwise Revenue of BMW Group - 2005 Exhibit V: Regionwise Revenue of BMW Group - 2005 (in %) Exhibit VI (A): The "Company of Ideas" Print Ads Exhibit VI (B): The "Company of Ideas" TV ads Exhibit VII: A New BMW Print AD (2006) Exhibit VIII: A View of the Leipzig Plant |
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