Backstory
BMW's M division launched its first production car almost 35 years ago.
M division was founded in May 1972 with 35 employees to supplement BMW's road car portfolio with specially enhanced models. By 1988, the company had grown to 400 employees and swiftly became a fundamental part of BMW’s market presence.
The first car to be sold with an M badge was the BMW M1, designed by Paul Bracq with final touches by legendary designer Giorgetto Giugaro. Launched at the Paris Motor Show in 1978, the mid-engined coupé featured a 277bhp six-cylinder engine taken from the 3.0 CSL and was capable of 165mph.
BMW M ("M" for "motorsport") was initially created to facilitate BMW's racing program, which was very successful in the 1960s and 1970s. As time passed, BMW M began to supplement BMW's vehicle portfolio with specially modified higher trim models, for which they are now most known by the general public.
These M-badged cars traditionally include modified engines, transmissions, suspensions, interior trims, aerodynamics, and exterior modifications to set them apart from their counterparts. All M models are tested and tuned at BMW's private facility at the Nürburgring racing circuit in Germany.
Problem Statement
Although some could afford BMW M series, it is just not as value for money for its performance on paper. (If it is being compared to its primary competitor)
Target Audience
Demographics
Male
28-40 y/o
Married, Couple, Single
All races
Lives in sub-urban, urban area
Higher income classes
Works in urban area
SPM, Degree holders and Graduates
Psychographics
These people are likely to have a small family with one child or none.
These people have a high position job with high income or own businesses.
They’re jobs do not require them to socialize much and carry classy cars that have social statuses e.g. Mercedes-Benz S-class, Jaguar XJL, BMW 7-series, Volvo, Rolls Royce.
These people mainly cares about the driving experience/ handling rather than classiness or technical specs.
BMW M Fanboy.
They care less about fuel consumption.
They don’t care about emission.
Advertising Objective
Emphasize on the better driving experience/handling rather than the specs.
Idea
"Good handling is also important in performance family cars." Power is important for performance cars, but having good handling in performance cars is just as important. Getting confident with the car is everything in driving fast and you could only be confident with cars that have proper handling setup. Handling is something that is difficult to be shown on paper, a driver needs to test drive and feel it to be able to understand it.
Concept
Power is important for performance cars, but having good handling in performance cars is just as important. Getting confident with the car is everything in driving fast and you could only be confident with cars that have proper handling setup. Handling is something that is difficult to be shown on paper, a driver needs to test drive and feel it to be able to understand it.
Execution
Social Media Advertisements
Our Target audience is likely to be using Instagram or Facebook frequently, this ad will be suggested or appear to those who follows car pages, news, groups and etc.
Email Advertisement
It will be placed right above inbox section typically, those who are interested will normally open it and read/see the ad. It will also be sent to those who have signed up for a newsletter from BMW roadshows, events or websites.
Lamp Post Digital Billboard Advertisement
We chose to place these advertisements on lamp post because this is where our audience would go through daily, such as getting stuck in a traffic jam or traffic light in Kuala Lumpur or an other Urban Areas.
Billboard Advertisement
Placed at urban hotspots like Pavillion or Bukit Bintang traffic light, bangsar, nearby trec. Action and fast paced video from a combination of real world footage and game. In the video it basically shows close ups of turning the steering wheel, speedometer revving, hitting start engine button and flicking race mode switch.
Youtube Advertisement
It aims to target those who watches car related videos. Action and fast paced video from a combination of real world footage and game. In the video it basically shows close ups of turning the steering wheel, speedometer revving, hitting start engine button and flicking race mode switch.
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