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BMW vs. Audi: Who Has The Best Media Strategy?

Featured Posts, Interesting | September 22nd, 2010 by 13
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Advertising Age magazine takes a different route in comparing two of the best premium automaker, BMW vs. Audi, but the approach and execution are different. …

Advertising Age magazine takes a different route in comparing two of the best premium automaker, BMW vs. Audi, but the approach and execution are different.

Most of the time a comparison between auto manufacturers resumes to either overall sales or a showdown between different vehicles.

Today, we will look at the comparison from a different angle. Optimedia CEO Antony Young analyzes the media strategies behind BMW and Audi, based on several categories.

As Young points out, automakers are consistently among the biggest, most competitive and innovative media spenders. For 2010, each spent between 50% and 55% of its media budget on brand or range ads for multiple models.

BMW vs. Audi: Who Has The Best Media Strategy?

2010 is known in the BMW marketing world as the year when the “Joy” campaign has seen one of the biggest advertising branding campaigns to date. From digital, print to TV ads and shows sponsorship (Mad Men on AMC), BMW has continually pushed “The Joy of Driving” theme, placing the “Ultimate Driving Machine” in the rear mirror. Despite initial assumptions from the general public, the Ultimate Driving Machine slogan has not been phased out and continues to remain one of the most known slogans in the automotive industry, a brand within itself that is widely recognized by BMW fans, and not only.

With the parent company Volkswagen pushing more money into the Audi brand, the Ingolstadt-based company had the funds and resources to push two significant platforms this year. First one revolved around comparative ads, in print, digital and even more obvious, on TV. Many of these commercials take a stab at Lexus and Mercedes, showing the Audi as viable and better alternative. BMW remains their main target though and with the help of model comparisons from Car and Driver magazines, the bimmers are portrayed as runners up.

The second platform revolves around diesel technology featured in A3 TDI model.

As we mentioned earlier, Advertising Age breaks down the media comparison into different categories. First and most likely more important and fast growing segment, is video. With Youtube reaching every few months all-time record traffic levels, video ads and commercials become the key marketing element for majority of companies.

Video

Every year, the “marketing war” starts with the Super Bowl, one of the most watched television events worldwide. Audi launched its “Green Police” commercial featuring the A3 TDI in this year’s Super Bowl. The video spot captured more than 2.2 million views to date on YouTube. An Youtube Green Police channel has been specially created for this campaign.

BMW vs. Audi: Who Has The Best Media Strategy?

Biggest event of the year in sports was the Winter Olympics where Audi, as an U.S. ski team sponsor, spent an impressive amount of money to bring forward their brand. Beside the usual coverage on NBC, many web-based video episodes were produced for Facebook, the world’s largest social network with over 500 million users.

March Madness basketball and FIFA World Cup events followed. Going head-to-head with BMW, Audi also invested time and money into the American LeMans car race.

BMW’s 2010 Joy campaign kicked off in the Winter Olympics with the central theme being around the joy of driving and EfficientDynamics, BMW’s fuel efficiency brand. NBC’s “Olympic Moment of Joy” could be seen throughout the event, including homepage takeovers on NBC online properties.

In the TV world, Audi focused more on network TV, while BMW went the route of local broadcast and cable.

Advertising Age rates Audi’s video efforts to 5-star, while BMW comes a bit short with 3 1/2 stars.

Online and Social Media

Social Media and Online marketing is where the future lays for many large companies. Often seen as the best way to track and asses return-on-investment, online campaigns have grown year-over-year and have become the center of marketing budgets.

BMW takes the win here. According to the same magazine, over a third of BMW’s impressions served over the past year were rich media display placements versus less than 5% for Audi. BMW’s online TV website moved its content under a new Youtube channel as well, branded as BMW TV. Most of the videos ran under BMW TV have also been featured on BMWBLOG as well, and they range from driving and racing footage, to product presentations and even BMW enthusiasts segments. In an effort to involve enthusiasts website as well in their campaign, BMW invited BMWBLOG to a private testing event in Sebring where an exclusive online video made its debut. The 2010 BMW M3 GT Commercial was conceived by the advertising group GSM&D and filmed by the Bandito Brothers in Sebring, FL during the testing sessions.

BMW vs. Audi: Who Has The Best Media Strategy?

Audi partnered up this year with Yahoo to provide content from the FIFA World Coupe and their ads could be seen on Yahoo online properties.

BMW vs. Audi: Who Has The Best Media Strategy?

In the social media world, Facebook is the center of universe. Audi’s branded fan page has, as of today, 1.5 million fans, while BMW just passed the 1.9 million mark. Along with the official fan page, many other BMW-related fan pages can be found in the popular social network, including our own with over 2,000 followers.

BMW vs. Audi: Who Has The Best Media Strategy?

Both Facebook fan pages ran several campaigns throughout the year, from Joy of Driving to a petition for the TT RS model coming to the U.S, which according to the company, has played an important role in the decision of bringing the car to the U.S. next year.

BMW vs. Audi: Who Has The Best Media Strategy?

On Twitter, BMW falls short. The expected twitter.com/bmw name is not leading to the company’s profile, but rather to a person not-related to the brand. Audi’s presence on Twitter can be found, among many other profiles, at Twitter.com/audi, where the U.S. operation of the company has over 11, 000 followers. One of BMW’s Twitter accounts can be found at Twitter.com/bmw_global where 3,000 followers are signed up for updates. Both companies feature a wide range of Twitter profiles specific to certain markets, countries, events and products.

BMW vs. Audi: Who Has The Best Media Strategy?

Many enthusiasts and brand-specific publications with BMW or Audi related news can be found on Twitter as well, including your own BMWBLOG with 3,372 followers.

In this category, Advertising Age rates BMW at 4-star, while Audi comes second with 3-star.

In our opinion, BMW also has a large presence on Twitter and Facebook through a wider range of enthusiasts websites, magazines or blogs, online properties that create an important amount of buzz and provide a medium for interaction between fans.

Interesting enough, some of these online magazines or blogs had a presence in social media even before the two companies.

Mobile

Ever since the iPhone has set a new standard in mobile and smartphone devices, the mobile market has grown to impressive levels year-after-year. Mobile applications have become the driving factor behind phone sales and with hundreds of thousands of applications developed specifically for the iPhone and Android, a new can of worms have opened: mobile advertising.

BMW vs. Audi: Who Has The Best Media Strategy?

Seen as a direct connection to the customer, both Audi and BMW have developed specific applications for Apple products and recently, Android platform. These applications vary from video content, news, brand experiences and online magazines. The “Expression of Joy” app was one of the first BMW apps to make it onto the iPhone platform and featured a 360 degree view of the new Z4 performing a painting exercise in motion.

BMW vs. Audi: Who Has The Best Media Strategy?

Advertising Age also gives props to BMW magazine available for the iPad which offers slightly richer level of content.

Audi responded with the A4 Driving Challenge driving simulation, one of its most popular gaming apps. Other Audi related apps are available for different mobile platforms.

BMW takes the win in this category with 4 1/2 stars.

Magazine

Print magazines, while not as important as ten years ago, remain popular in marketing campaigns. To promote the Joy launch, BMW ran a series of spreads in January issues of Conde Nast titles such as Bon Appétit, Conde Nast Traveler, GQ, Vanity Fair, W, Wired and The New Yorker. A notable print execution of the campaign was a custom four-page spread in Vanity Fair’s March Hollywood issue featuring vintage images of Elvis and his BMW 507 under the title “Joy is Timeless.”

Audi’s print focus has been centered around its Sportscar Experience Driving School.

In our opinion, brand-specific online magazines, blogs and forums, should fall under this category as well. Based on our own research, the amount of enthusiast websites for both brands, has grown at least 10 times in the past 5 years.

BMW wins here with 4-star, one more than Audi’s rating.

Film sponsorship and product placement

This is one area where Audi shines and based on experts’ opinion, they have done a spectacular job, costly as the same time. “Iron Man 2″ is one of the biggest movies of the year and a flick where Audi managed to place the R8 Spyder and A8 Sedan, two of their top vehicles in the line-up. Furthermore, an episode of “Entertainment Tonight” integrated the R8 Spyder by featuring Robert Downey Jr. and director Jon Favreau discussing the vehicle as well as host Mark Steines covering it in a segment.

BMW vs. Audi: Who Has The Best Media Strategy?

Other car placements include the Tina Fey and Steve Carrell’s characters who steal an R8 in “Date Night,” and Tom Cruise and Cameron Diaz driving the S5 Cabriolet in “Knight and Day.”

Furthermore, the “Iron Man” franchise drove more social media innovation from Audi with the “Tony Stark Innovation Challenge” contest, which promoted the movie’s theme of technology as a force for good.

Audi’s social media aspect of its “Iron Man” marketing came about in the ” Consumers were challenged to submit two-minute videos containing ideas for inventions that promoted cleaner living to TonyStarkInnovationChallenge.com and then promote the videos on Facebook, Twitter and MySpace in order to garner comments, discussion and consumer ratings.

BMW stunned Hollywood six years ago when it left the entertainment biz in its rear view mirror. This year, BMW hired Propaganda GEM as its global entertainment marketing agency of record and the expectations are that more BMW products will be placed in Hollywood movies. First one to appear this year was the new X5 Facelift that fetured in the “Ghost Writer” movie with Ewan McGregor and Pierce Brosnan.

The new BMW ActiveHybrid 7 has also started to pop-up in different TV shows, including HBO’s star Entourage where the character Ari Gold drives one of the 7 Hybrid models. According to BMW, this was not a product placement, but rather a personal choice of actor Jeremy Piven.

In this category, Advertising Age gives BMW zero stars, while Audi gets a 4 rating.

And the winner is…

Advertising Age crowns Audi as the winner in this marketing comparison, taking a half-star more than BMW.

“These are two premiere marketers in an incredibly competitive category. Both scored superbly on my ratings. The emphasis on engagement over impressions was a notable feature of both marketers’ media strategies. BMW is doing a lot of things right with its brand in media, particularly in online and mobile. But Audi nudged ahead on the basis of a very dynamic television and video strategy that helped elevate and create distinctiveness for its brand. There’s a lot that goes into driving sales beyond just advertising, but a 27.1% year to date increase in Audi’s sales is hard to argue against.”

As we move into 2011, we expect more marketing initiatives from both automakers and we are ready to bet that mobile, social media and enthusiasts will play an important role in their advertising efforts.

[Source: AdAge ]

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  • Laszlo

    Audi. BMW’s Joy is sloppy and their secret pictures and do-not-blog-about-this games are childish. The marketing team should be sent after bungle…

    • wazon8

      You’re kidding. You would send out efficient marketing team which is partially responsible for bmw’s success. If you ruled in BMW, this brand surely would go down. What’s chidlish about don’t-blog-about-this or revealing of parts of cars? Doesn’t each brand do the same by showing so called leaked photos or giving clues how renderings should look like? Their strategy is acurate since it attract attention. You would show the whole car at once and wouldn’t even give people time to think about what’s comming. That’s great, but they would wait for other brands car, not for yours since it would be already known. It seems that you know nothing about marketing. Up to the time, one of the most successful marketing straegies starting with showing something that viewer is not sure what’s gonna it be. And this is what BMW is doing. People wonder whether VED is comming, what change in 1M design and so on. If you need example of childish advertisement go and check Nissan campaigne against Porsche and others. Or even stupid answer from Audi to BMW when they put their supercar R8 4.2V8 against M3e92 with “Think again, BMW”, despite the fact that they started with attempt to convince people that A4 is better than 3-er.

      • FreudeKing

        @wazon8: I also agree that Audi is the leader in terms of marketing and brand image building. BMW has not been doing much about building its own brand image and advertising its core values. One of BMW’s core brand value is sportiness and they have time and time again concentrated on something that should be a given: Efficient Dynamics. ED is important but it is a complement to the brand and its products. Joy is also a complement. The public wants to know what the product is about, not what emotions it will bring. If you advertise a good car like a production version of the VED, then the emotions will automatically come.

        This is where Audi is leading. Just that R8 shot the brand image from 0 to a very high level. Furthermore, Audi has been advertising by sponsoring movies, which is the place where most people can see the cars in action. BMW in the mean time, has been cutting cost with their management favourite Number ONE strategy and neglecting the need to maintain a good brand image and awareness, to a point where these idiots believe that a good product will sell itself. Well, the result is that the kids in primary and high school, the students at universities and the young professionals at work are all admitting that Audi’s are cool. They now aspire to own Audi’s and some of them already do. The posters on these people’s bedroom walls are Audi R8′s! Do you think they will put up a poster of the 5GT on their walls??? I don’t think so. In fact BMw is so cheap that they don’t even make and distribute posters of their cars anymore. That probably saves the company a few thousands a year together with the cutting of work force, which management so proudly announced at a recent AGM.

        Bottom line is that customers based their purchasing decision on perception and if you lose out on taking every opportunity to market what appeals to your customers, you lose out. The Audi R8 and its successful marketing has pushed Audi’s image to the level of BMW, if not even pass BMW. We are now left with the question of what management members at BMW are doing with the VED production version. We all know that BMW is NOT complete without a car like the R8 and the returns should not be judged by the mere sales number of this VED production version but rather what it will do to the brand. THEY ARE ALREADY VERY LATE, LETTING AUDI GAIN A HUGE CHUNK OF COMPETITVE ADVANTAGE ON PERCEIVED SUCCESS.

        • Agree

          Agreed! The R8 is definitely a Halo-Car: a hero product that might not be so profitable but has incredible brand value. The BMW managment is interested in making as much money as possible because that is how they are judged. This means cutting costs and making volume cars that sell rather than build the brand image.
          BMW should finance their supercar like Alfa Romeo did with their 8C: take the money from the marketing budget.

  • Laszlo

    oh, if you like to “wonder” this is your cup of tea. I like to see nice cars. if BMW has to make the childish game to get interest in their car then sorry…

    a good product don’t need games. An Audi R8 did not need any explanation. Neither did the S5. as the matter of fact nor did the M3 or the new Z4. Those sorry ass bangle cars might needed this game, but most people forget their ugly face in 2 seconds anyway.
    I like BMW cars (have 3 of them) but their JOY ad is very poor and the childish secret ads are immature and takes the seriousness out of the brand.
    I do not wonder whats coming. If it is here and I like I like it. If its ugly I don’t care how they blog about it or not. The VED will come if there is money to be made about it. simple and I do not care what will it look like until I see it. Did they ask anybody before the 5GT ? I can think of one person outside of BMW who likes that car… bungle…
    They allow no customer input on the design but care about anything else and this is perfectly good. They listen to people what they want through blogs and responses. No need to do the secretive stuff, that makes the company look very childish.

    • wazon8

      You seem to say “I didn’t see M3 commercial, hence there is no M3 commercial around the world”. Nice, but it’s false. Any single model has its own campaigne, including:
      R8 = http://www.youtube.com/watch?v=9YKH6eX-CJI ; http://www.youtube.com/watch?v=_6rj5jisB7g&feature=related ; http://www.youtube.com/watch?v=DZe8OP8FPP8&feature=related ; http://www.youtube.com/watch?v=DZe8OP8FPP8&feature=related
      S5 = http://www.youtube.com/watch?v=JWp-rtAyNB0
      M3 = http://www.youtube.com/watch?v=2Mh7RmeHSfI&feature=fvst ; http://www.youtube.com/watch?v=WHGUGGNfA-A .

      They are rare, again as commercials of any other model in line-up, including 5GT, for which there are numbers of customers. Otherwise, other brands wouldn’t work on their own competitors to it. Or maybe you’ve got your own explanation why MB and Audi are working on their own competitors, then I’m really curious about it.

      And backing to the point: why showing part of car is childish and showing so called leaking photos and giving so called leaked informations about technology is not childish. This is exactly the same process. People know how M5 will look like, but they are waiting on its technical data and from time to time they get so called leaked infos about number of hp and so on. From time to time they see it lapping Ring with M3 GTS. They are suggestions and anything is fixed yet, but that’s exactly what makes people wondering how the car will be. Similarly, we see something at don’t-blog…, it’s sportcar, it has unusually thin tyres, it appears on race track, we’ve got some infos about it before and so on and people wonder (even if you’re not) how it will be. I find above stories on a part and you’re condition that it’s childish, because car is ugly or needs justification is simply pointless. First of all, neither 1M nor VED needs justification, the first one is addressed to people who want to have new M-car and cannot afford M3 or simply miss M3 e46 or even M3 e36, the second one is future of motorization and everybody recognizes that we won’t use pethrol engines with current kind of efficiency forever – something needs to be done and it concerns sportcars also. Uglyness is subjective metter, I personally like 1-er coupe with M package. It remains me in some respects e46 coupe, which is great.

      How do you get to the conclusion that they don’t listen to people about design? Maybe rather it’s that they don’t listen to car enthusiast posting on blogs and hence you’ve got impression that they don’t listen to people. But if people find their cars really ugly, numbers of cumstomers wouldn’t buy them. Contrary, during Bungle’s era BMW became the biggest premium car seller. It’s at least prima facie reason for thinking that people don’t find their cars as ugly as some journalists or enthusiasts suggest.

      • FreudeKing

        I don’t like the way BMW’s deisgn process works. There is a lack of input from the general public and too little room for improvement between the initiual sketches and the final product. they value a designer’ original work more than the appeal of teh product to the public – that’s why we have shockingly ugly BMWs that make many people vomit or frown

        • wazon8

          Well, you still didn’t address my question: Why do you think other people think that BMWs are shockingly ugly? I think that they find them at least looking fine, otherwise they wouldn’t buy them. Just check how many cars BMW sells per year, there is no way that only enthusiast buy their cars, numbers of people need to find BMW simply more interesting in terms of design than MB or Audi and most likely performance or fuel consumption is not the reason for buying BMW for them.

  • BMW Bob

    Audi have a terrible campaign, all they do is say oh look we have an A4, BMW is bad! It is so unprofessional.

  • michael

    very interesting article.
    It would be interesting to see in a year or two where they stand. Did this also include Mini – I’d love to see Mini included as Mini seems to be quite smarter at social media marketing than it’s parent company.

  • http://gmail mayankasnani

    audi is best &bmw is verst car in world

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