Joy is BMW.

[Deleted User 18755]

Joy = Limp

 

[EnI]

Joy = Limp

If so, then BMW is limp from the very beginning ... since Joy = Freude. And Freude am Fahren has been BMW's core value (and slogan) since almost forever.



That's my point. Nothing new with this joy theme. It has been used in Germany & other Euro markets for A LONG time. And now it's going international. And I guess to some of you (I guess mostly from UK & US where different slogans have been used - eg. "Ultimate Driving Machine") this slogan / campaign seems odd since you don't know it - and obviously don't know about BMW brand history either.

To most BMW customers around the world BMW brand connection to joy isn't anything new at all.


But yes - I agree - "Jump 4 joy" ad is IMO not OK. While Story of joy is brilliant IMO.

Btw, "joy" theme has been used for 1er hatch campaign, new Z4, and X1 ... Hardly a new feature in product campaigns either.

As said: they can't build image campaign on M products only (or high-end engined cars or sports cars) - since Ms, big-engined cars, and sports cars are only a part of BMW model portfolio.

So, image campaign has always to be more general, and not too specific.

 

[Mr Robert]

Yes, the JOY campaign does not feature any performance models at all. What it is trying to tell us is that we, the customers, can get as much joy of driving from an X1 as any other, real performance, BMW...

This is quite new, at least to the Swedish market.

 

[klier]

yea, it is a far cry from the 'ultimate driving machine' commercials. Like a bunch of metrosexuals took over bmw.

lmao....


.....

 

[EnI]

This is quite new, at least to the Swedish market.

Yes, a general image campaign is a new thing - since BMW do not do it very often.

Usually they do separate product campaigns. Which also do not feature performance or high-end models usually.

But using joy / Freude as key word is hardly a new thing. Neither in Sweden - where (if I recall correctly) a version of "Freude am Fahren" slogan is core BMW slogan. "You enjoy driving it" or something like that.

 

[Mr Robert]

Yes, a general image campaign is a new thing - since BMW do not do it very often.

Usually they do separate product campaigns. Which also do not feature performance or high-end models usually.

But using joy / Freude as key word is hardly a new thing. Neither in Sweden - where (if I recall correctly) a version of "Freude am Fahren" slogan is used. "You enjoy driving it" or something like that.

No, the use of Freude am Fahren or När du älskar att köra (When you love to drive) is not new to Sweden, but the cars used to mark this brand image have changed.

 

[Deleted member 25]

It's not the message that is bothering me, i have nothing against associating BMW with joy, it's only the concrete execution of it (ads) that i find boring and generic.

 

[Betty Swollocks]

BMW is far from being a performance oriented brand.

Who said anything about performance? I'm not looking at it from a performance car angle. It's funny, in your response to my post you have gone off on a tangent jumping to huge conclusions that I don't like the "joy" campaign because it's not about performance.

I am saying using the word 'joy' sounds limp, whatever BMW's intentions. It projects images of people running through a meadow, skipping, and being just generally 'joyful'. It's not a word I would associate with driving. And that's driving ANY car.

 

[rollo]

Too funny BS and quite true.

The very fact that some are trying so hard to justify the campaign seems to verify the fact that we are not the only ones who aren't getting it.

For goodness sake, we are now looking at the translation back to German rather than accepting the interpretation of "joy" from the people who it targets.

It does not translate well and runs counter to the existing and enviable BMW brand image (visceral, performance, excitement, aspirational) in my view.

 

[EnI]

I am saying using the word 'joy' sounds limp, whatever BMW's intentions. It projects images of people running through a meadow, skipping, and being just generally 'joyful'. It's not a word I would associate with driving. And that's driving ANY car.

Some people already called you stubborn, didn't they.
Read again: joy = Freude. And BMW have used Freude key word like forever.

And yes: I agree the "Jump for joy" ad is off & I don't like it either.
The "Story of joy" ad is a different case though. And all the printed joy ads as well.

 

[EnI]

Too funny BS and quite true.

The very fact that some are trying so hard to justify the campaign seems to verify the fact that we are not the only ones who aren't getting it.

For goodness sake, we are now looking at the translation back to German rather than accepting the interpretation of "joy" from the people who it targets.

It does not translate well and runs counter to the existing and enviable BMW brand image (visceral, performance, excitement, aspirational) in my view.

Your view = not view of majority of BMW customers.
It's that simple.

If you guys are so bloody brilliant in advertising, come up with your ideas. I'm eager to read them. I guess the idea behind would be adolescent wet dreams: tyres smoking & squealing, cars drifting, loud engine sounds etc ... but that's M, not entire BMW.

So, how would you advertise BMW brand - how would your image ad campaign look like. We can start with general TV ad ....

 

[Betty Swollocks]

If you guys are so bloody brilliant in advertising, come up with your ideas.

That's not our job.

 

[SCOTT27]

Truth be told the "The Ultimate Driving Machine" tag works with the UK and US Markets specifically but in Munich there is not much support for that tag because when we say it is the "Ultimate Driving machine" you get questioned and fedback "but the .... is more of a drivers car etc..."

So now we want to connect the feeling of the customer and their car .
Why do customers choose a BMW? is it because of the badge , is it because of how it looks or is flexible for your needs? , or is it how it drives?

The BMW image is evident in every BMW from the efficiency champion the 116d , the class leading 3er , Right up to the world best selling luxury car the 7er . The BMW image is standard and sustainable without the need to resort to a halo , vanity project to make the rest of your products stand out.

"Joy" is all about how you feel when you drive your BMW. And having had the opportunity to sample an X1 brought over for an internal dealer preview in which must be the perfect environment for the X1 along coastal South Africa. Great roads , great weather , solitude and a great car to drive that's the epitome of joy.

 

[Betty Swollocks]

Truth be told the "The Ultimate Driving Machine" tag works with the UK and US Markets specifically but in Munich there is not much support for that tag because when we say it is the "Ultimate Driving machine" you get questioned and fedback "but the .... is more of a drivers car etc..."

"Ultimate Driving Machine" always worked for me, but then I'm British. Not once did I think to myself, "but xyz drives better".

 

[Mr Robert]

Truth be told the "The Ultimate Driving Machine" tag works with the UK and US Markets specifically but in Munich there is not much support for that tag because when we say it is the "Ultimate Driving machine" you get questioned and fedback "but the .... is more of a drivers car etc..."

So, this is Joy campaign is indeed a step back on the claim of the ultimate driving machine? The "Ultimate driving machine" has never been used in Sweden, but in markets where it has been used, I can clearly understand people getting this message...

 

[EnI]

So, this is Joy campaign is indeed a step back on the claim of the ultimate driving machine? The "Ultimate driving machine" has never been used in Sweden, but in markets where it has been used, I can clearly understand people getting this message...

Geez, the core slogans are staying there.

But there are different image campaigns from time to time - independent from brand slogan.

Eg. this Joy campaign = brand image campaign.

And at the end of the ad you still can see the market specific BMW slogan ... eg. "Ultimate Driving Machine" and the BMW specific sound logo (the two dongs).

Remember the corporate campaign from three years ago (US market): "The company of ideas" - promoting company's independent & innovative nature. (And in that case I remember people going nuts screaming BMW were changing UDM slogan for the new one "Company of ideas" )

Etc ...

Yet those special campaigns do not affect market specific brand slogans.


*****

I guess some of you guys have a very little about marketing or advertising.

Since brand image campaigns differ from corporate image campaigns ... and even more from specific product campaigns. Different target groups, different messages, different aim. etc


Interesting ... but when 1er hatch was launched & "Principle of Joy" / "Prinzip: Freude" was used as a main slogan for the product campaign - and there were no negative feedbacks whatsoever.


*****


Why joy / Freude? Because it targets ALL - and it represents the ultimate positive feeling. For everyone. Is there anyone normal who doesn't like joy?
I doubt so. So communicating Freude / Joy / Pleasure is one of the most powerful BMW brand "weapons" ... since "Freude am Fahren" ("Joy of driving") slogan has been created.

 

[martinbo]

I pity my wife - she's kind of had to fall in line with my car obsession. She knows me so well that she's quite prepared to chat about car matters or risk not being spoken to at all. j/k

BMW have been flighting the Joy ad down here too... When we first saw the ad together we cast each other quizzical glances. My wife remarked - that's a bit gay for BMW isn't it?

Joy is an upmarket hair salon with its own cappucino machine and a MINI cabrio parked outside.

For me, a BMW slogan should be around Power and Glory.

 

[EnI]

BMW BRAND SLOGAN IS HERE TO STAY!!!!!

Yet different ad campaigns features different specific slogans / titles.

Not every time brand slogan can be used as main ad / campaign slogan or title. It would be a creative nightmare for the marketing & advertising people.

Yet brand slogan is still there ... as said ... at the end of the ad - together with sound logo.

Specific campaigns are temporary and limited ... So, in a year everybody will forget about it. while BMW brand slogan will here to stay.

 

[bmer]

See how BMWs are already starting to just roll sloooooowly forward and not even once can you hear the engine sound.

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[Mr Robert]

Smells like Prius to me