Here is a question that was posed by a BMW marketing person on a the Germancarzone forum.While I am not a marketing major graduate, I have always been fascinated with the themes and ideas behind the launch of a new BMW product and have always wondered what would I have done differently.
Most of their recent marketing themes have been quite inspiring, but others were lacking the punch that pushes a product forward.
With that being said, take a look at the questions below, read upon their idea of a marketing theme and let’s see what we can come up with. Btw, this focuses on how you would present the canceled BMW CS Concept(7 Series GT as known internally).
How would you market a BMW?
“Since there is a varied interest in what I do how would you market a BMW?
The above image is just an artists rendering of what the BMW 7 Series GT might look like
What visuals would you use? What kind of music and what demographic are you aiming for with this car?
Your challenge is to develop a theme using the below brief.
“The 7er Gran Turismo will be the flagship of the BMW brand. A worthy dynamic car that will be unsurpassed , unrivaled , unequaled and unbeatable. The design is a sleek low four door Coupe in which it’s jaw dropping design is just the beginning of how the car drives and performs. Inside the car is luxurious with a sporty edge , 4 passengers sit in supreme luxury. The car is the epitome of what the BMW brand is all about “Sheer Driving Pleasure”
Themes to be used can include : Design.Luxury.Comfort.Sport.Dynamic.Efficiency.Performance.
I will go first.
A floating line which moves like a snake appears as it moves across the screen we have some text “unsurpassed” and then another line ,”Unrivaled” then another “Unequaled,” then another and so on before they begin to form the outline and the areas of the car , as it flashes to the actual car where the CGi generated line equals the car , the rear swag line , where the rear wheel arch sits and so on to the lines form the car and then the CGI lines form the car which then from the shadows reveal the actual car.
Still in the shadows we see the sculpted bonnet spread as the light hits, illuminating the BMW badge , then the side sculpture , glasshouse , rear wheel arches , the outline of the taillights , the roof and so on , Then after a pan to the front the LED angel eyes illuminate as the close up goes to the LED and more floating lines that move like snakes begin to form the interior again the same idea as the interior emerges from the shadows. showcasing the comfort and luxury awaiting the owner.
For the driving sequence – I would use either an Asian city either Singapore , Shanghai or Tokyo – A modern metropolis besieged by light and visuals. Driving at night with the car on the streets that reflect it’s neon to the cars surfaces. driving through the city streets at night on overhead highways plenty of driving shots across bridges – engine at full growl , stop-start and Brake energy regeneration at interchanges and stop-lights. POV of the car driving through the streets. And then a cut to to the world famous high way in Abu Dhabi where the car will be seen negotiating the curves and straights allowing plenty of helicopter shots from the air and gyro camera shots from the ground over , aside and on the car as it negotiates the road.
The final stop would be in a City at sunrise as the car pulls to a stop the sunlight reflects the cars design sculpture as it pulls to a stop at sunrise with a new metropolis behind it (say Dubai).
The music to begin with will be low electronic beats per minute , till we get to the driving sequences a bit more electronically with classical overtones – Euphoric music.
Now you go.”