Revamping BMW's Brand Image through IoT and Impact Marketing
Technology Category
- Sensors - Autonomous Driving Sensors
Applicable Industries
- Automotive
- Consumer Goods
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is BMW, a globally recognized automobile manufacturer known for its high-quality, luxury vehicles. BMW has a diverse range of products, from convertibles to luxury sedans and sustainable supercars. The company is committed to enhancing its brand image and expanding its customer base. Despite having a wealth of assets and fantastic products, BMW was keen on increasing its lifestyle appeal, particularly among women, and making its brand more approachable and desirable to a wider range of consumers and media.
The Challenge
BMW, a renowned automobile manufacturer, was facing a challenge in expanding its appeal beyond its traditional customer base. The company wanted to enhance its lifestyle credentials and appeal more to women. Despite having a wide range of high-quality products and assets, BMW was not on the radar of a diverse range of consumer journalists. The company was struggling to make its brand more approachable and desirable to media and consumers. The challenge was to capitalize on current cultural trends and create intriguing lifestyle content that would warm up the brand and make it more appealing to a wider audience.
The Solution
To address this challenge, BMW adopted a two-pronged approach: Sustainability and Impact Marketing, and PR and Influencer Marketing. The company leveraged its diverse fleet of cars, from the glamorous BMW 2 Series Convertible to the luxury new BMW 7 Series and the sustainable supercar, BMW i8, to cater to different consumer preferences. Over eight months, the company drove desirability for the different models through various initiatives. These included a sustainable fashion design partnership at London Fashion Week, a food and wine press trip to Burgundy, hosting a style editor's hen party, and driving celebrities to high-class events. Through these initiatives, BMW managed to get more consumer journalists in their cars than ever before, delivering fantastic returns for the brand.
Operational Impact
Quantitative Benefit
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