Joy is BMW.

[EnI]

As a brand campaign, this TVC fails horrendously. The tone and manner of the execution does not align with the BMW brand. It is weak. It is obviously conjured by an agency which does not recognise the brand values, and even worse - a BMW marketing department who have lost their way. Very surprising....!

There is nothing wrong with the brand promise "joy" - it is the way it is executed that is so wrong for the brand. This is how brand equity becomes weakened/confused over time - when it is directionless..

The campaign was planned very carefully. And the general feedback is good.

The message: it does not change anything. BMW is an established trademark for established products - everybody knows what BMW stands for.

The key line in this campaign is (as ever): driving a BMW brings you joy ... And BMW cars are made (by BMW AG) in aim to bring people joy (of driving & owning it). Check the TV ads again - the emphasis is on DRIVING THE CAR & enjoying it. What's better than a car that puts a smile on your face - at any age, regardless of your sex, no matter which model do you drive. And the ad is recognized as such - there has been feedback polls done already in some markets.

Sure some people - the hardcore BMW aficionados - who are used to BMW as driving / drifting macho machine will be confused at first. But the add is not aimed exclusively at them - they are not the only BMW customers. And they are also addressed in this ad too - and even more: the non-BMW customers are addressed as well ... So, joy (when driving a BMW) is perfect denominator for such large & diverse targeted group. It has always been for BMW.

Why such "gayish" story? Because it targets peoples deeper feelings: communicating that driving BMW brings you joy ... you enjoy owning & driving a BMW ... you are a part of a "bigger family" ... that BMW drivers are successful & happy people full of energy. That power, dynamism, success, independence behind the brand are not only formidable but also can bring you pure joy.

It communicates mostly the brand most precious value: "joybringing" ... regardless of the product. Being that 116d or M6 or 760Li.

Sure everybody knows what BMW products stand for - but here the aim was to associate THE BRAND per se with extremely positive emotions & feelings: with joy.


Check again the video "Making of The Story of Joy" - where some insights into the ad / campaign are given ...

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IMO "joy" will now be used a lot. Joy of power. Joy of drifting. Joy of driving. Joy of living. Joy of being efficient. Joy of being dynamic. Joy of being sustainable.

BMW brings you joy. BMW cars are not just cars - they are "joy bringers". BMW = happy pill. And who does not want to be happy? Wanna be happy? Buy a BMW - own a BMW - be a part of BMW family ... and we guarantee you joy & happiness. Corny? Perhaps. But is it true? It is. Tell me - the BMW drivers - isn't driving & owning a BMW a joy? To most people it is (except for ones who unfortunately get lemons, ouch).

Why people love it? Because it associate BMW with positiveness & warmness - and people need that in this uncertain times.

The message goes deeper than some of you may think ... With having China & India in mind very much.


As said many times: BMW is often explain as "Bayerisches Marketing Wunder" (Bavarian Marketing Miracle) ... So, don't you doubt BMW marketing. At least the central one in Munich (BMW AG) ...


Also interesting ... this words by Jan Christiaan Koenders (BMW brand guru):

Q: Is there a single touchpoint of your brand that you think will be more influential to your consumers in the next five years?

A: Of course, aspects like product design, premium service, and outstanding engineering, resulting in our brand promise, “sheer driving pleasure,” are still the main drivers for our customers.

One point, which certainly will affect us as a brand and the automotive industry as a whole increasingly in the future, is the higher sensitivity and relevance concerning sustainability and the responsible use of natural resources.

BMW is aware of its ecological, economic, and social responsibility. The brand stands for the responsible use of natural resources and acts in a socially responsible way.

With BMW EfficientDynamics, we already have a very good offer for our customers today. With BMW EfficientDynamics, the brand offers solutions that fit both joy and low emissions and fuel consumption. If you will: “The brand provides sheer driving pleasure with a clear conscience.”
"BMW is aware of its ecological, economic, and social responsibility. The brand stands for the responsible use of natural resources and acts in a socially responsible way."

But EfficientDynamics, for us, is even more than “Less emission. More driving pleasure.” EfficientDynamics is an attitude that expresses everything we do and helps to intensify the experience of joy whenever you come into contact with the brand BMW.

Our “Joy” campaign that is currently aired in various markets and the concept car “BMW Vision EfficientDynamics” shown at the IAA Frankfurt Motor Show in September are good examples that reinforce this strategy.

 

[Mr Robert]

As said many times: BMW is often explain as "Bayerisches Marketing Wunder" (Bavarian Marketing Miracle) ... So, don't you doubt BMW marketing. At least the central one in Munich (BMW AG) ...

I guess Just_me is right then

 

[EnI]

It's hard to discuss new brand campaign & marketing focus shifts without knowing anything about forthcoming trends. And good trend researches & analyses are precious these days - and VERY expensive. Since they are very elaborate. Those are works done on hundreds of pages - often exceeding 1000 page mark.

I can tell you - the campaign is good. It's only a first step - and with new steps all will make more sense.

It's not as nearly as bad as it seems - just like BMW cars where people go like "Oh, ugrhhh! Bad! Ugly!" ... And after a while most go "Oh, it's not that bad / ugly at all. Actually - it's great!"

 

[AdvEvo]

I tought bmw had taken the path to make lighter cars. I saw the weight of 5GT it was shocking. You need a truck licence to drive that thing it s 2150kg. Even my mercedes vito is not that heavy.

 

[JLBM]

The campaign was planned very carefully. And the general feedback is good.

The message: it does not change anything. BMW is an established trademark for established products - everybody knows what BMW stands for.

The key line in this campaign is (as ever): driving a BMW brings you joy ... And BMW cars are made (by BMW AG) in aim to bring people joy (of driving & owning it). Check the TV ads again - the emphasis is on DRIVING THE CAR & enjoying it. What's better than a car that puts a smile on your face - at any age, regardless of your sex, no matter which model do you drive. And the ad is recognized as such - there has been feedback polls done already in some markets.

Sure some people - the hardcore BMW aficionados - who are used to BMW as driving / drifting macho machine will be confused at first. But the add is not aimed exclusively at them - they are not the only BMW customers. And they are also addressed in this ad too - and even more: the non-BMW customers are addressed as well ... So, joy (when driving a BMW) is perfect denominator for such large & diverse targeted group. It has always been for BMW.

Why such "gayish" story? Because it targets peoples deeper feelings: communicating that driving BMW brings you joy ... you enjoy owning & driving a BMW ... you are a part of a "bigger family" ... that BMW drivers are successful & happy people full of energy. That power, dynamism, success, independence behind the brand are not only formidable but also can bring you pure joy.

It communicates mostly the brand most precious value: "joybringing" ... regardless of the product. Being that 116d or M6 or 760Li.

Sure everybody knows what BMW products stand for - but here the aim was to associate THE BRAND per se with extremely positive emotions & feelings: with joy.


Check again the video "Making of The Story of Joy" - where some insights into the ad / campaign are given ...

To view this content we will need your consent to set third party cookies.
For more detailed information, see our cookies page.

Accept third party cookies

IMO "joy" will now be used a lot. Joy of power. Joy of drifting. Joy of driving. Joy of living. Joy of being efficient. Joy of being dynamic. Joy of being sustainable.

BMW brings you joy. BMW cars are not just cars - they are "joy bringers". BMW = happy pill. And who does not want to be happy? Wanna be happy? Buy a BMW - own a BMW - be a part of BMW family ... and we guarantee you joy & happiness. Corny? Perhaps. But is it true? It is. Tell me - the BMW drivers - isn't driving & owning a BMW a joy? To most people it is (except for ones who unfortunately get lemons, ouch).

Why people love it? Because it associate BMW with positiveness & warmness - and people need that in this uncertain times.

The message goes deeper than some of you may think ... With having China & India in mind very much.


As said many times: BMW is often explain as "Bayerisches Marketing Wunder" (Bavarian Marketing Miracle) ... So, don't you doubt BMW marketing. At least the central one in Munich (BMW AG) ...


Also interesting ... this words by Jan Christiaan Koenders (BMW brand guru):

With respect - this campaign could have been conjured for just about any decent car brand out there... Alfa Romeo, Cadillac, even Mercedes.. Your statement "everybody knows what BMW stands for" is very worrying indeed, as it implies a (possible) degree of over confidence and arrogance within the marketing department. This is how brand equity is diluted over time. Be careful, and listen to advice that comes from a good place - a place of both expertise and passion. Granted, one poor brand ad won't do any permanent damage. But persistently poor work will definitely dilute the strength of BMW brand equity....

Just a heads up

 

[Betty Swollocks]

Be careful, and listen to advice that comes from a good place - a place of both expertise and passion. Granted, one poor brand ad won't do any permanent damage. But persistently poor work will definitely dilute the strength of BMW brand equity....

Just a heads up

Does anybody actually know what ENI does? Apparently he doesn't work for BMW but the way he talks it's like he's Scott's partner. I think it's all very strange. Of course he doesn't have to reveal it if he doesn't want to, but it would make his posts easier to digest if we knew from what position he was coming from. Either from a professional level or if he is just a fan.

 

[JLBM]

Does anybody actually know what ENI does? Apparently he doesn't work for BMW but the way he talks it's like he's Scott's partner. I think it's all very strange. Of course he doesn't have to reveal it if he doesn't want to, but it would make his posts easier to digest if we knew from what position he was coming from. Either from a professional level or if he is just a fan.

I have no idea Betty....

But if they need a new advertising agency, they can always ask me for a suggestion !!

 

[rollo]

With respect - this campaign could have been conjured for just about any decent car brand out there... Alfa Romeo, Cadillac, even Mercedes.. Your statement "everybody knows what BMW stands for" is very worrying indeed, as it implies a (possible) degree of over confidence and arrogance within the marketing department. This is how brand equity is diluted over time. Be careful, and listen to advice that comes from a good place - a place of both expertise and passion. Granted, one poor brand ad won't do any permanent damage. But persistently poor work will definitely dilute the strength of BMW brand equity....

Just a heads up

Well said JLBM.

I hope this type of feedback from some of the "insiders" (numerous times BTW) is not indicative of the actual marketing sentiment at BMW.

The claim that the consistently negative feedback from this community regarding this campaign is not representative of real-world feedback, is a classic "head-in-the-sand" response.

To be honest and to disagree a bit with your feedback, I can't imagine anyone coming up with a successful marketing campaign based on the singular word "joy" for BMW. As I stated previously, the use of this word is too esoteric. I would have much preferred a word that conveyed excitement, satisfaction or better yet something that hilighted differentiation from other choices (no compromises, dynamics).

Also, the argument put forward "doesn't your BMW give you joy, what is it pain then", is sophomoric. It was/is joyous when my children were born, when I was married (o.k. the second time), when the family gets together at Christmas, seeing your child graduate from college. Something very personal that involves other people, usually loved ones. When I think about, or am driving BMW's (I have owned 5 BTW), I feel excitement, satisfaction, like I am priviledged, different.

 

[Deleted User 18755]

What changing your views? Are you saying driving a BMW isn't a joy to you? Is it a pain perhaps?

My view has not changed and will not. Its the brand that is being changed by you.

You just don't get it!

You're so desperate to push "Joy" on us.

As you say "Joy" has not been used in the US and UK historically, by your own definition the word "Joy" is not part of BMW's heritage in the UK and US so it's not part if the brand either. You are attempting to massively change the brand identity in two of your top three markets. "Joy" is unlikely to lift sales, give-up, it's a waste of marketing budget and simply a passing fad in a marketing plan which will "ultimately" be dropped. Joy does not stand up in the UK and US markets when compared with UDM.

Just accept the customer opinion, here, and stop trying to ram home the limp-Joy message. We are drivers of current BMW's cars and we want Ultimate Driving Machine(s) not something with image of cheap perfume for $50.

Jean Patou Joy Eau de Parfum Spray 30ml: Amazon.co.uk: Health & Beauty

 

[Deleted User 18755]

With respect - this campaign could have been conjured for just about any decent car brand out there... Alfa Romeo, Cadillac, even Mercedes.. Your statement "everybody knows what BMW stands for" is very worrying indeed, as it implies a (possible) degree of over confidence and arrogance within the marketing department. This is how brand equity is diluted over time. Be careful, and listen to advice that comes from a good place - a place of both expertise and passion. Granted, one poor brand ad won't do any permanent damage. But persistently poor work will definitely dilute the strength of BMW brand equity....

Just a heads up

Dead-on

BTW - many of us BMW fans on here are also marketing and sales pros.

 

[Deleted User 18755]

Does anybody actually know what ENI does? Apparently he doesn't work for BMW but the way he talks it's like he's Scott's partner. I think it's all very strange. Of course he doesn't have to reveal it if he doesn't want to, but it would make his posts easier to digest if we knew from what position he was coming from. Either from a professional level or if he is just a fan.

I bet, he works for a brand managment company and he does not work for BMW.

I wonder if ENI even drives a BMW?

Come on ENI - what do you drive?

 

[EnI]

I wonder if ENI even drives a BMW?

Come on ENI - what do you drive?

E46 320d Touring

Looking at X1 xDrive20d ... in 2010 or 2011.


Btw, I'm trying to change the BMW brand??? Ahahahahahahahaha! Sure - the mighty Tine strikes again.
I'm just explaining the background ... Not trying to convince anyone. I'm not here to sell BMW cars. It's your right not to like a certain ad or campaign. But I guess you do suffer from megalomania a bit. Since you as an individual are not as important as you may think you are.
What's important to sales / marketing are masses, not individuals. Individuals can be replaced easily, masses / large groups not so much.

Do you really think big corporations do care what an individual customers of their product think? THEY DON'T. All they do is care about certain amount of people. About mass, and about critical mass. But sure not about individual - that's just an illusion created via advertising and other ICM activities. Sure they show you "love" in direct encounters when offering services to you (eg. sales process, delivery process, service process, etc)

Does it sound cruel? It does. But that's true. In the case of BMW, Mercedes, Porsche, Audi, Lexus, Apple, Nike, LG, Nokia, Nivea ... and any other (big) company.

 

[Deleted User 18755]

E46 320d Touring

Looking at X1 xDrive20d ... in 2010 or 2011.

So where does that fit on the Joy scale?

I know where it fits on the UDM scale.

 

[Deleted User 18755]

Some Joy heritage

How does this "Joy" heritage video work for you guys. I'm struggling to see how its fits with BMW. Do you get it?

joy perfume - Google Videos

 

[EnI]

So where does that fit on the Joy scale?

I know where it fits on the UDM scale.

Your point being? What do you want to prove?

You're making conclusions on approx 6 opinions here in this community.

And again: brand level is different level than product level. UDM is here to stay - when communicating BMW products, and BMW brand in general.
Communication is exercised on different levels.

Joy campaign is a special campaign - not replacing UDM slogan.

I detect deja vu here ... 3 years ago when "Company of ideas" campaign was launched in US (communicating BMW AG innovative & independent corporate nature), and there were sudden outcries BMW were changing UDM slogan with "Company of ideas" slogan.

And to reposition such established brand as BMW (in people's mind) it requires MUCH more than one limited advertising campaign.

 

[Deleted User 18755]

Btw, I'm trying to change the BMW brand??? Ahahahahahahahaha! Sure - the mighty Tine strikes again.
I'm just explaining the background ... Not trying to convince anyone. I'm not here to sell BMW cars. It's your right not to like a certain ad or campaign. But I guess you do suffer from megalomania a bit. Since you as an individual are not as important as you may think you are.
What's important to sales / marketing are masses, not individuals. Individuals can be replaced easily, masses / large groups not so much.

Do you really think big corporations do care what an individual customers of their product think? THEY DON'T. All they do is care about certain amount of people. About mass, and about critical mass. But sure not about individual - that's just an illusion created via advertising and other ICM activities. Sure they show you "love" in direct encounters when offering services to you (eg. sales process, delivery process, service process, etc)

Does it sound cruel? It does. But that's true. In the case of BMW, Mercedes, Porsche, Audi, Lexus, Apple, Nike, LG, Nokia, Nivea ... and any other (big) company.

Seems the community is getting to you ENI. Are you "getting it now". This community is a critical mass. otherwise you would not be on here, and many here are saying the same. Joy = limp = cheap perfume

Seems you get paid a fee based on positive feedback from this community. Shame most are negative. Looks like you will not get your fee for this campaign. Hence the long wait for your "Joy" car (an X1 ... wow). Whoops is that a bit cruel.

 

[EnI]

This community is a critical mass.

No it's not. There are much more important BMW forums & blogs with much larger member / reader pool.
This community has other agenda.

Joy = limp = cheap perfume

It's YOUR personal opinion, and you are fully entitled to express it.

Seems you get paid a fee based on positive feedback from this community. Shame most are negative. Looks like you will not get your fee for this campaign. Hence the long wait for your "Joy" car (an X1 ... wow). Whoops is that a bit cruel.

What are you on? Whatever it is, it obviously produces hallucinations.

 

[Deleted User 18755]

ENi you are getting sensitive - you are getting it slowly

Your point being? What do you want to prove?

I'm not proving anything just reminding you of the UDM brand.

You're making conclusions on approx 6 opinions here in this community.

So you are paid on this basis then!

And again: brand level is different level than product level. UDM is here to stay - when communicating BMW products, and BMW brand in general.
Communication is exercised on different levels.

Joy campaign is a special campaign - not replacing UDM slogan.

Stop pushing Joy as a brand then

I detect deja vu here ... 3 years ago when "Company of ideas" campaign was launched in US (communicating BMW AG innovative & independent corporate nature), and there were sudden outcries BMW were changing UDM slogan with "Company of ideas" slogan.

Means nothing to the US and UK just like Joy then.

And to reposition such established brand as BMW (in people's mind) it requires MUCH more than one limited advertising campaign.

So why do you keep refering to the Joy brand campaign.

 

[Deleted User 18755]

No it's not. There are much more important BMW forums & blogs with much larger member / reader pool.
This community has other agenda.

So why are you here what are you trying to prove?




It's YOUR personal opinion, and you are fully entitled to express it.

You bet I am as are many other on here.




What are you on? Whatever it is, it obviously produces hallucinations.

Here you go again! Make it personal in a futile attempt to undermine highly valid opinions. You sound cornered with no options.

If you do not like the opinions here you can always spent your day elsewhere on a community with more critical mass.

Are you still here????

 

[south]

Joy = limp = cheap perfume

Seriously, you were the only one making the connection to some perfume. I'm not sure what's your reason, but to me it seems like you're derailing an interesting thread. Could we get back to the discussion and drop the attacks, pretty please?


Best regards,
south