BMW FILMS Case Study Solution
BMW Films
How successful has the campaign been? Why or why not? In your discussion, directly address the issue of campaign effectiveness (has it met the brand’s communication objectives) and efficiency (how does the campaign investment compare with traditional advertising methods, e.g., a commercial aired on an event such as the Super Bowl?).
The BMW Films campaign has proved to be successful for BMW Company. This is a nontraditional campaign and by all the means this has proved to be successful for the company and effective for communicating the marketing objectives of the BMW brand. Around 90% of the visitors on the www.bmwfilms.com were asking for more similar short films and this had led to the extension of the momentum created by The Hire series.
This was a nontraditional communication and advertising method for talking to the customers via internet and in future also internet would continue to appeal to the BMW customers that are internet savvy. This advertising campaign of the company has created the first mover image for the company where the internet communication was used for the first time for any company. By the early of August, the company had logged around 9 million views on its website and the comments of all the visitors were highly positive regarding the nontraditional campaign of the company.
Based on the information provided in exhibit 11 of the case, around 94% of the visitors had recommended the films to the others and 88% of the visitors wanted to see more similar films. Among all the visitors, around 59.11% has opted for email updates and 2.09% has voluntarily responded to the surveys.
Next, if we talk about the effectiveness of the nontraditional marketing campaign of the company, then the results show that it has been a huge success for the company. Although the costs of producing the give short films had been much high at around $ 15 million while the traditional advertising would have cost approximately $ 5 million as shown in the table below.
The internet advertising campaign featuring the five short films had been initiated and implemented in 2000 and if we look at the media expenditures and the sales in units for BMW compared to its competitors in 2001 as shown in exhibit 1 in the case, then we can see that the company has been generating goof returns from the media expenditures as compared to its close competitors in the market. Therefore, the campaign investment has proved to be highly effective in meeting the communication objectives of the brand resulting in higher sales volume in 2001. Overall, the BMW Films campaign has proved to be a huge success for the company and it has positively impacted on the sales of the company in US. BMW is now recommended to make most of the give short films and make them available to a wider audience and move on to the next level advertising that is through computer games.....................
This is just a sample partial case solution. Please place the order on the website to order your own originally done case solution
Related Case Solutions & Analyses:
Alliance Concrete
Arrow Electronics–The Apollo Acquistion
Charleys Family Steak House (C)
Bank Leus Prima Cat Bond Fund
Finding Black Parents: One Church One Child
e-Reading: Amazon’s Kindle
Project Impact: The Affordable Hearing Aid Project
Northboro Company: Case Analysis
ABERCROMBIE AND FITCH
Bidding for Hertz
