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.
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!