BMW Marketing Campaign: “The Story Of Joy”

3-Series | June 19th, 2009 by 9
p90048557 BMW Marketing Campaign: The Story Of Joy

When the new BMW Z4 was launched, a new BMW marketing campaign was born as well, an advertising platform that will revolve around the “Joy” …

When the new BMW Z4 was launched, a new BMW marketing campaign was born as well, an advertising platform that will revolve around the “Joy” word. The new Z4 was all about an “Expression of Joy”, the rebirth of one of the most popular BMW roadsters. Shortly after, the Expression of Joy application made its way into the iPhone’s App Store, a indication that BMW is committed to ….spread the joy.

To build the anticipation for the upcoming BMW X1, a new microsite was launched where a series of viral “Joy” videos can be seen  and even more interesting, you can create your own interpretation of joy.

A few weeks back, GSD&M Idea City become the lead global agency of creative for BMW brand advertising communications. The first task for GSD&M was the development of a new global communication campaign focused on the “Joy” theme.

p90048560 655x446 BMW Marketing Campaign: The Story Of Joy

Today, on their German press website, BMW released “The Story Of Joy, their latest video in this new advertising campaign. As outlined by BMW, the new brand communication focuses on the theme of joy with two priorities: the efficient dynamics and the aesthetic design of BMW vehicles.

Great video, entertaining and …full of Joy!

  • shinseiki

    great!!!!

  • Gil

    pretty slick.

  • jon H

    i love love love love how much the new z4 look like the shape of the 507. every time a sketch a profile view of a car it ends up having those long swoopy roadster lines.

  • Tine

    Actually, the first “Joy” themed campaign was the 1er Hatch campaign: “Principle of Joy”.

    ;)

  • Blogger123

    They are copying Honda’s marketing strategy but its no way on par with Honda

  • Francois

    I wonder how Joy =
    1. Crappy dealer service
    2. Unreliable vehicles
    3. 55% depreciation in two years

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