BMW of North America has launched a new global ad push that it calls its largest brand awareness campaign in its history. The effort, "Story of Joy," began during the XXI Winter Olympic Games with an ad buy that BMW says is the largest of any advertiser in the Games.
The effort -- via Austin-Texas-based GSD&M Idea City, with Universal McCann of New York doing media buy -- includes TV, digital, mobile and out-of-home platforms. The Woodcliff Lake, N.J. automaker did a nine-video panel home page takeover on MSN in mid-February.
A 60-second spot debuted on NBC this month and shows BMW cars and owners throughout the company's history. A voiceover says: "We realized a long time ago that what you make people feel is just as important as what you make. And at BMW we don't just make cars, we make joy."
The ads will continue to run on NBC, MSNBC and CNBC during the Winter Olympic Games and the Academy Awards. BMW is also sole automotive sponsor of the network's "Olympic Moments of Joy."
The other 60-second uses the BMW "EfficientDynamics" concept roadster as an emblem of how research and development informs current products. Images of the concept car and current BMW products flip back and forth as the concept zooms through a tunnel passing through bars of light and darkness made by overhead lights.
At the other end of a tunnel, the entire BMW lineup emerges and heads down a road with video cutting to smiling drivers. "Every BMW is created with EfficientDynamics -- technologies that maximize the joy of driving and make us the most fuel-efficient luxury car company in America" says the voiceover.
BMW did a home page takeover of MSN Feb. 15 with 3D-video that linked to BMW-branded "Golden Moments of Joy" videos and NBCOlympics.com's "Golden Moments of Joy" section.
Print ads are in Vanity Fair's March "Hollywood" issue, a four-page spread featuring vintage images of Elvis posed with his BMW 507 and the headline "Joy Is Timeless."
Out-of-home ads are in New York City, Los Angeles and Spartanburg, S.C. (the site of BMW's North American manufacturing plant and performance-driving school) this month and next.