Magazine article Marketing

50 Years of Fame: Brandfame - BMW

Magazine article Marketing

50 Years of Fame: Brandfame - BMW

Article excerpt

BMW is not the biggest-spending car brand on TV, but its advertising has been some of the most effective. By the mid-90s it was estimated that the pounds 91m spend on advertising across all media since 1979 had generated pounds 3bn in extra sales.

The marque has sought to use TV innovatively to achieve maximum impact.

In 1987 it raised eyebrows by running 90-second TV ads alongside intense newspaper bursts in a campaign that lasted only a few days.

Later it produced a series of 20-second ads that ran at different times during the same programme, thus creating a broader picture of the brand than could be achieved by using a single execution at high frequency.

More recently, BMW has dabbled with interactive TV. Last year an iTV campaign featured a 60-second edit of the ad for its 1 Series and a 'Making of ...' film.

The unifying theme behind BMW's TV activity has been the consistency of content; it has used a single strapline, 'The ultimate driving machine', from its debut right up to its latest campaign for the 3 Series, which broke earlier this year.

The brand also developed a distinctive tone for its ads over two decades. The cars were shown as perfectly formed pieces of technology. …

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