Joy: a word that made Bmw famous around the world

Article by Christian Andrei, on August 27, 2010

BMW's "Story of Joy" campaign by the US firm GSD&M marks the first time that the carmaker had only one agency handling its marketing globally. This new and aggressive campaign appears to be a success if only because "Joy" has become even more of a catch phrase.

"The Joy of Driving" is actually a slogan that is already well known throughout Germany. But late last year, BMW sales and marketing boss Ian Robertson, ordered his team to bring that message worldwide.

By partnering with the new ad agency, "Joy" has spread to other markets, including Asia and North America, where the campaign was revised to appeal to a broader market.

The "Joy" ads were the most expensive North American brand campaign in BMW history. The launching of the "Story of Joy" campaign at the opening ceremony of the XXI Winter Olympics in Vancouver, Canada, marked the largest luxury automotive spending of the Games.

BMW owners and their cars were shown, serving as the umbrella for its global communications. In these ads, a new creative aesthetic characterized by strong, colorful images that frequently conveyed people and their experiences with the subtlest of references to BMW products.

These had different three-word headlines leading off with "Joy Is..." The campaign was seen later on TV commercials, the Internet, billboards and in print advertisements. BMW even went 3-D with its advertisements in Singapore.

BMW said that the new brand campaign was meant for consistent use worldwide. The theme of "Joy" concentrates on two main points -- the efficient dynamics and the aesthetic design of BMW brand vehicles. [via autonews - sub. required]

Topics: bmw, advertising

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Sorry folks, the AMG-fied Mercedes-Benz X-Class will remain in the fantasy world. According to some news, the AMG big boss has finally spoken up about why an AMG X-Class is...
by - December 5, 2016
In Japan, Toyota stays in the limelight by always cooking up something new for its famous 86 sports car. A colour orange Toyota 86 performance edition is one that’s hard...
by - December 4, 2016
Back in 2009, Nissan first introduced the Nissan Leaf, the company’s first all-electric vehicle. LEAF stands for Leading Environmentally-friendly Affordable Family car and this particular EV has been considered as...
by - December 3, 2016
In the minivan segment, the 2017 Chrysler Pacifica is already impressive in terms of fuel economy figures – as rated by the United States Environmental Protection Agency. In fact, the...
by - December 2, 2016
Having a blacked-out Bentley Mulsanne Speed is already menacing by itself but by naming it as the Bamford X, it became all the more imposing. This model was made by...
by - December 2, 2016
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries