Agency: WCRS Author: Tim Broadbent

BMW: How 15 Years of Consistent Advertising Helped BMW Treble Sales Without Losing Prestige


An objective of these awards is 'better understanding of how advertising works'. This case study shows advertising working in a different way from all previous car-related entries: it shows how consistent advertising for BMW over a long period of time has built an exceptionally strong brand.

All previous car cases have shown the effects of new advertising campaigns, reflecting changes of strategy. This may be because new advertising can give a sudden twitch to the needles of research dials, which makes it easier to demonstrate how changes in consumer attitudes coincide with changes in sale.

However, even if campaign zigzags can make demonstrations easier, they do not have a monopoly of advertising effectiveness. This is because all brands, including car brands, are inanimate objects which have been given a personality.