Just one agency would be handling the ad campaign titled “Story of Joy” that BMW is launching. This is for the first time in its entire legacy that just one firm has been entrusted with the task of marketing its car globally. The firm handling the ad campaign is the US based GSD&M.
The slogan of “Joy of Driving” has been a catch phrase in Germany for quite a while now. It is only that the BMW sales and marketing boss, Ian Robertson has now asked his team to spread this catchy phrase worldwide. Taking the help of GSD&M, BMW has now been able to venture into other markets in the world as well.
In the history of BMW, the “Joy” advertisement has been one of the most expensive ones that they have launched. The ad was launched at the opening ceremony of the XXI Winter Olympics in Vancouver, Canada. This was the first time that a luxury automotive factory had spent so much money towards the game. It was during the event that both the car owners of BMW as well as the cars themselves were on display, and this served as a perfect umbrella for a global connection to be initiated.
BMW products are shown along with the people who use them or own them in the course of these ads with a lot of color splashed to make the entire effect more appealing. The ad uses different phrase even though all of them start with “Joy is” depending on the region where the ad is being shown and the target audience. The ad has even made its presence in TV commercials, internet and print media as well. With the world as its target audience now, BMW has made the ad which highlights two aspects, the dynamics and design of BMW make vehicles.
Source: 4wheelsnews
