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Bmw Films

In: Business and Management

Submitted By Sara1373
Words 650
Pages 3
One of the great marketing campaigns of this millennium, BMW’s The Hire was lauded for its embrace of online marketing and branded content. Bolstered by tangible results and heaps of awards, it also helped launch the career of Clive Owen into the mainstream.

The Setup

Like most car companies, BMW traditionally executes advertising campaigns (i.e., television, print and radio) to support new vehicle launches. However in 2000, there was no new vehicle launch for BMW, so the opportunity to spend advertising budget on pure branding arose (a marketer’s dream).

The Key Insight

Through extensive consumer research, BMW found their typical customer was 46 years old, with a median income of about $150,000 (USD). Two-thirds were male, married, and had no children. Delving deeper, they discovered this nugget:

Roughly 85% of BMW purchasers used the Internet before purchasing

the-hire-logo

On April 26, 2001, the now defunct bmwfilms.com launches with a series of short films available for viewing. Clive Owen plays the driver, a man who goes from place to place (in sexy BMW’s of course), getting hired by various people to be a sort of transport for their vital needs. The series launches with Ambush directed by John Frankenheimer and featuring the BMW 7 series.

Along with Ambush, four other short films were released in 2001, including:

- Chosen directed by Ang Lee (Crouching Tiger, Hidden Dragon) featuring the BMW 5 series >>> scroll to the bottom of this article

- The Follow directed by Wong Kar-wai with Forest Whitaker, Mickey Rourke, and Adriana Lima and featuring the BMW 3 series and Z3 roadster >>> scroll to the bottom of this article

- Powder Keg directed by Alejandro González Iñárritu (21 grams, Babel) featuring the BMW X5 >>> scroll to the bottom of this article (love the song…...

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