JOY is BMW

JOY is the central theme of a new global communications campaign which BMW Group Asia will launch in Singapore before rolling out in the rest of East Asia.

The campaign kicked off in Singapore with TV commercial shown on the digital screens at both Suntec City Convention Centre and Singapore Visitor Centre along Orchard Road, along with print advertisements in magazines and online communications.

Additionally, a billboard (9.25m by 14.28m) will also be put up on the facade of Wisma Atria this week. Along with this, BMW Group Asia will also be spreading JOY in Singapore through a charitable tie-up with the Straits Times School Pocket Money Fund from September 18 to the end of September.

The entire campaign revolves around the concept of JOY as the core of the BMW brand and the driving force of its employees and products. JOY takes many forms in this campaign, which highlights enjoyment of progress, of life, of beauty and of success.

Johannes Seibert, Managing Director of BMW Asia, said: "Our new campaign relates closely to the value system and lifestyle of our customers. Like them, our experience tells us that joy is an input, not just an outcome of success. In other words, joy fuels success. Driving a BMW is beyond sheer driving pleasure. It is an expression of a lifestyle that enjoys success and celebrates joy."

The company has fulfilled its promise of [I][B]Sheer Driving Pleasure[/I][/B] in every one of its products. This year, for instance, it has done so through the BMW Z4, BMW X1 and BMW 5 Series Gran Turismo and, thanks to the innovative EfficientDynamics programme, BMW also offers even greater dynamic performance combined with better fuel economy and lower emissions.

By focusing its brand communication, BMW is harnessing the media explosion, the change in media behaviour and the increasing heterogeneity of the world inhabited by BMW target groups. The communication, which is global and focused on the central points of EfficientDynamics and design, strengthens the brand's long-standing successful positioning and increases the sustainability of the core messages.

The brand communication is furthermore being coordinated and controlled by the company’s "International Powerhouse", an international BMW advertising board consisting of the marketing managers from the six largest sales markets and the corresponding regional representatives. The communication tools are being produced centrally to an even greater extent and made available to the individual markets for local adaptation.

The campaign was created and produced by the US-based agency GSD&M Idea City. As lead agency, GSD&M Idea City will handle global communications for BMW’s core messages in the future.

The adaptation of the campaigns and the realization of local communication implementation will be executed by BMW Group Asia’s newly appointed regional agency for the BMW brand, Publicis Asia Singapore.

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Credits: JRC