BMW Canada 1M Launch
Section I — Basic information
Business Results Period (Consecutive Months): June 2011 - December 2011
Start of Advertising/Communication Effort: June 8, 2011
Base Period as a Benchmark: June 2010 - December 2010
Section II — Situation analysis
a) Overall Assessment
This is a case study about a brand taking a stand, raising the bar and reclaiming its essence and leadership position. It is about the power of creating a halo proposition and the aspirational transfer effect it can have across the entire brand. It is about the influence and force of social debate and dialogue in creating momentum and a groundswell of new and renewed interest in a brand. It is a story of taking a modest media budget and outsmarting versus outspending the competition.
In the latter part of 2010 and into early 2011, after several years of attempting to broaden its mainstream appeal, BMW found itself with somewhat of an unclear brand essence and with key competitors infringing on their brand territory. They clearly understood that the foundation the brand was built on – performance and innovation – had to be recaptured, and made a conscious decision to use the launch of the 1 Series M Coupé to do just that. The challenge was to figure out how to make something much larger out of the launch of a niche and small volume performance vehicle and have it create aspiration, appeal and sales for the entire vehicle line-up.