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]