E90Post
 


GT Haus
 
BMW 3-Series (E90 E92) Forum > BIMMERPOST Universal Forums > General BMW News and Cars Discussion > Joy is coming to the USA for the Olympics (including VED spot)



Reply
 
Thread Tools Search this Thread
      02-12-2010, 06:00 PM   #1
Mark
Administrator
Mark's Avatar
United_States
1873
Rep
4,007
Posts

 
Drives: 1M
Join Date: Mar 2005
Location: USA

iTrader: (1)

Garage List
BIMMERPOST NEWS
Joy is coming to the USA for the Olympics (including VED spot)
73
COMMENTS
Name:  impatient.jpg
Views: 13749
Size:  177.5 KB


Name:  impatient.jpg
Views: 13749
Size:  177.5 KB

BMW Introduces Joy to its Olympic Marketing Efforts

New “Story of Joy” Campaign Taps into Human Side of Brand and Provides Platform for Automaker’s Future Global Communications

Woodcliff Lake, NJ – February 12, 2010… BMW of North America today launched its largest brand awareness campaign in its history – “Story of Joy.” The campaign will break during the Opening Ceremony of the XXI Winter Olympic Games and continues at a pace heavy enough to make BMW the largest luxury automotive spender of the Games. “Story of Joy” will serve as the umbrella for the automaker’s global communications.

“Story of Joy” introduces a new creative aesthetic characterized by strong, colorful images often conveying people and their experiences with the subtlest of references to BMW products punctuated by various three-word headlines leading off with “Joy Is…”

Name:  maternal.jpg
Views: 13133
Size:  160.8 KB

The new campaign from BMW and its global creative partner, Austin-Texas-based GSD&M Idea City, media buying agency Universal McCann of New York City, and interactive agency Dotglu of New York City, represents the largest, most comprehensive marketing initiative in the company’s history and incorporates a number of innovative elements across television, digital, mobile and out-of-home platforms. An advertising first for this groundbreaking campaign is BMW’s use of MSN’s new proprietary enhanced video capabilities for a nine-video panel homepage takeover in mid-February.

“The ‘Story of Joy’ encapsulates the sentiment shared throughout BMW that we are more than a car company. We are creators of joy,” said Jack Pitney, Vice President, Marketing, BMW of North America. “All of our efforts in engineering, design and technology are about one thing, which is creating moments of joy. Given recent trends in consumer mindsets, the campaign refocuses BMW on the joy of driving and sharing those moments in an upbeat, humanized and refreshing fashion.”

The campaign heavily incorporates high-impact television placements to run on NBC, MSNBC and CNBC during the 2010 Winter Olympic Games and the Academy Awards. Additionally, throughout NBC’s two-week televised coverage of the Winter Games, BMW will be the sole automotive sponsor of the network’s “Olympic Moments of Joy” segments highlighting the triumphant tales of real-life Olympic athletes as they unfold.

Name:  youthful.jpg
Views: 13343
Size:  245.5 KB

The first of two television spots, a 60-second piece entitled “Story of Joy,” will make its debut on NBC February 12th during Opening Ceremony of the Winter Games. The piece opens with a detail shot of BMW’s signature kidney-shaped grille and moves into quick-cutting “snapshots,” from contemporary and vintage video footage, creating a collage of people experiencing joyful moments of life with the products that illicit them. The voice over that closes the spot states, “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 60-second “Tunnel” spot, which will premiere on February 15th, depicts the futuristic-looking BMW Vision EfficientDynamics Concept Vehicle driving through a dark tunnel, its image giving way to glimpses of vehicles in BMW’s product line-up as it darts in and out of shadows. At the other end of the tunnel, the entire product portfolio emerges into full daylight and the video cuts to smiling drivers behind the wheels. A voice over intones, “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.”




Multiple digital platforms and executions are also central to the “Story of Joy” campaign. In an exclusive arrangement with MSN, BMW will mount a homepage takeover on February 15th distinguishing the automaker as the first advertiser to employ the web site’s new proprietary enhanced video capabilities. The new MSN technology creates a 3-D-like display which allows users to access any of the nine BMW-sponsored “Golden Moments of Joy” video panels directly from the homepage. The interactive video panel is expected to attract nearly 125 million users in its one-day homepage takeover.

Additionally, beginning with the Olympic Games, BMW’s partnership with NBC extends to NBCOlympics.com with “Golden Moments of Joy,” a section of the web site that will feature all the Gold Medal moments, through a combination of video and still pictures framed by BMW banners, for each day of competition. Similarly, a mobile version of the site, also carrying BMW banners, will render the "Golden Moments of Joy" content easily accessible through mobile devices. Also starting in April, a "Story of Joy" experience micro-site, at bmwusa.com/JOY will run unscripted BMW-produced content highlighting real-life tales of BMW enthusiasts and owners.

The campaign’s targeted print buy revolves around custom creative treatments for 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."

High-impact out-of-home in New York City, Los Angeles and Spartanburg, South Carolina, home of BMW’s North American Manufacturing Plant and Performance Driving School, during the months of February and March round out the campaign.


The latest spot in the BMW JOY commercial campaign is titled BMW Physics Lesson. The ad features a young school boy who teaches the viewer about BMW's EfficientDynamics concept. The ad also represents a continuation of the BMW vs. Audi commercial battle. See for yourself.

Appreciate 0
      02-12-2010, 07:08 PM   #2
THE JEDI
Major
24
Rep
1,439
Posts

 
Drives: 2005 Z4 2.5i
Join Date: Aug 2005
Location: JAPAN, Okinawa

iTrader: (0)

Appreciate 0
      02-12-2010, 10:46 PM   #3
335fourdoor
Captain
7
Rep
671
Posts

 
Drives: 335 e90
Join Date: Jul 2009
Location: west

iTrader: (3)

it's starting to get on my nerves.
Appreciate 0
      02-13-2010, 09:36 AM   #4
kcgman
Burning the midnight oil
kcgman's Avatar
United_States
12
Rep
475
Posts

 
Drives: 2009 335d
Join Date: Aug 2009
Location: At the state line

iTrader: (0)

BMW Touts 'Joy,' Value in New Ads

The Wall Street Journal has an article on page B5 of today's paper (Sat. Feb 13). Excerpts are as follows:

"With Americans tightening their belts, BMW AG is parking "the ultimate driving machine" in the garage, at least for a while. The auto maker for years has promoted the power and performance of its cars using that slogan, one of the longest-running and most well-known in the auto industry. But now the company is switching gears. On Friday, it was launching an advertising campaign that focuses on the joy the company says comes from owning its vehicles and suggests BMWs are safe for mothers and children. One print ad uses the tagline "Joy is Maternal" - a departure from past promotions that touted horsepower, handling and acceleration.

In another big change, the campaign features photos of real BMW owners more than shots of its vehicles.

BMW declined to say how much it is spending on the campaign; it said it is the most expensive brand-wide campaign ever in North America for the German auto maker.

The shift in BMW advertising illustrates how makers of luxury autos are trying to alter their messages to fit the mood of America as the country pulls out of the worst economic downtown since the Great Depression.

The new appreciation for frugality and values means companies like BMW have to find new ways of persuading people to pay $30,000, or much more, for a car.

In coming months, BMW's ad campaign will evolve into a value message. It will emphasize the quality of the engineering, vehicle safety, the company's four-year or 50,000-mile free service package and the fuel economy of its diesels and hybrids.

Its latest campaign will still include classic elements: One print ad to appear in the March issue of Vanity Fair will show a black and white photo of Elvis Presley stepping into a BMW 507. Another shows a boy at a steering wheel the slogan, "Joy is Youthful.""

----

I thought it was an interesting article, and I learned a few things to boot.

1. BMWNA sells cars at the $30K price point.
2. BMWNA sells hybrids
3. There's such a thing as a 507.

Of course, it could be that I'm still asleep and will wake up to realize that this was all just a dream.
Appreciate 0
      02-13-2010, 11:03 AM   #5
wwjbd24
Private First Class
2
Rep
156
Posts

 
Drives: e92 07 335i
Join Date: Dec 2009
Location: Mid Atlantic

iTrader: (0)

I think they ran these back awhile ago, moms and children and such talking about how they were saved because of their x5s or whatever, but cool info
Appreciate 0
      02-13-2010, 11:50 AM   #6
John 070
Lieutenant General
157
Rep
11,512
Posts

 
Drives: 335i cpe
Join Date: Oct 2006
Location: ZSP/ZPP/ZCW

iTrader: (0)

A 328i sedan, with sport/premium/xenon is 40k. Add steptronic and cold weather? That car costs a fortune--not very value-oriented imho.

Those types of numbers were 335's just 4 model years ago. BMW is definitely acting contrary to the economic climate.

What is crafty is that the car comes with a value package incl. leather, and when you opt for premium, you zpp is not discounted, like paying for leather twice. Nice "value" move.
Appreciate 0
      02-13-2010, 01:34 PM   #7
jopa489
BMW/Detailing Addict
jopa489's Avatar
United_States
71
Rep
6,561
Posts

 
Drives: Estoril F30 335i 6MT
Join Date: Mar 2009
Location: New England

iTrader: (8)

Saw the commercial last night. Not bad, I liked it.
__________________

Appreciate 0
      02-13-2010, 02:59 PM   #8
Vintage
Colonel
Vintage's Avatar
United_States
32
Rep
2,273
Posts

 
Drives: 2010 Z4 35i and 2014 535d x
Join Date: Aug 2009
Location: Austin, Texas

iTrader: (0)

it is a good add campaign and I like it
Appreciate 0
      02-13-2010, 03:21 PM   #9
Ender514
General
Ender514's Avatar
United_States
210
Rep
20,999
Posts

 
Drives: 2009 E92 335i
Join Date: Feb 2008
Location: Philly

iTrader: (0)

nice
__________________
09' E92 335i | 6MT | Montego Blue | Black Dakota Leather | Dark Burl Walnut | Premium | Sport | Cold Weather | Nav | Sirius | Comfort Access | iPod and USB adapter
Appreciate 0
      02-13-2010, 05:03 PM   #10
Levi
Brigadier General
Levi's Avatar
Czech_Republic
124
Rep
3,452
Posts

 
Drives: Alfa Romeo
Join Date: Jul 2009
Location: Prague

iTrader: (0)

I like it. It shows a positiv side of BMW, and not the negativ one as there is in EU, for Audi also. We have a stereotype of BMW drivers that are arrogant, desrepectful, ricer, dealers, gangsters and so....
Appreciate 0
      02-13-2010, 05:13 PM   #11
BMWinNorthdakota
Banned
60
Rep
1,109
Posts

 
Drives: 2007 bmw 335i e90
Join Date: Jun 2009
Location: Fargo ND

iTrader: (0)

I like the comercial alot! awesome message.


However, I feel like the old voice over guy fit the brand so much more...




Edit: After watching the comercial (live on tv), I think it may be the same guy?

Last edited by BMWinNorthdakota; 02-13-2010 at 05:46 PM.
Appreciate 0
      02-13-2010, 06:26 PM   #12
ibeclueless
What
ibeclueless's Avatar
93
Rep
9,331
Posts

 
Drives: E92 328xi
Join Date: Mar 2009
Location: Quincy, MA

iTrader: (1)

nice nice
__________________
E92 328xi Space Gray
Aero Lip | M3 Side Skirts | CF Performance Spoiler | ACS Roof | Gloss Black Grilles | LUX H8 Angels | BMW Performance Exhaust

My E92 Photos
Appreciate 0
      02-13-2010, 06:30 PM   #13
Robert
Major General
116
Rep
6,902
Posts

 
Drives: 135i, current is350
Join Date: Aug 2005
Location: Socal

iTrader: (1)

Coincidental? Here's an excerpt from today's Wall St. Journal on BMW's new marketing

Quote:
With Americans tightening their belts, BMW AG is parking "the ultimate driving machine" in the garage, at least for a while.

The auto maker for years has promoted the power and performance of its cars using that slogan, one of the longest-running and most well-known in the auto industry.

But now the company is switching gears. On Friday, it was launching an advertising campaign that focuses on the joy the company says comes from owning its vehicles and suggests BMWs are safe for mothers and children. One print ad uses the tagline "Joy is Maternal"—a departure from past promotions that touted horsepower, handling and acceleration.

In another big change, the campaign features photos of real BMW owners more than shots of its vehicles. In the past, images of BMW vehicles dominated its ads. People—and even celebrity pitchmen—were shunned to keep the focus on the car. The new "Joy" campaign "is a big departure for us," said Jack Pitney, vice president of marketing for BMW North America. "We hope to really add some humanity to our brand" and show the diversity of its buyers, he said.
Rest of the article is on

http://online.wsj.com/article/SB1000...condHighlights


What I noticed is this is aligned with BMW's move from niche performance market to an all purpose luxo-performance mass market, where more buyers exist.

The 507 is a beauty. I'd forgo all the Ms for a 507. Unfortunately you need a lot of Ms for one 507

Last edited by Robert; 02-13-2010 at 06:41 PM.
Appreciate 0
      02-13-2010, 09:00 PM   #14
mtechnik3
Colonel
mtechnik3's Avatar
United_States
65
Rep
2,361
Posts

 
Drives: F30 335i M Sport
Join Date: Aug 2007
Location: Rochester Hills, MI

iTrader: (22)

Joy Is BMW 2009 Commercial HQ

__________________

F30 335i ///M-Sport | Alpine White
Appreciate 0
      02-13-2010, 09:04 PM   #15
Berduderunner
drk one
Berduderunner's Avatar
United_States
14
Rep
792
Posts

 
Drives: 2008 135i
Join Date: Dec 2007
Location: Tampa/Orlando

iTrader: (0)

Garage List
2008 e90 335i  [0.00]
2008 135i  [0.00]
Send a message via AIM to Berduderunner
I liked it last night... cool clips
__________________
Jet Black | Coral | HighGlossBlack | Steptronic | Premium | Sport | Comfort | ActiveSteering | Navi | HiFi | HD | iPod | SAT
BMS JB3 v2.0 | BMS DCI | Berk Tech Sport Exhaust | UR * DPs | CoolingMist Meth Kit w/ CMGS | H&R OE Sport Springs | Breyton GTS-R | Dunlop Direzza Sport Z1 Star Specs | GP Thunder 8000K Low Beams/Angel Eyes/Cornering Lights | LED Interior Light Kit | Window Tint | Smoked Tail Lights | Smoked License Plate Cover
Appreciate 0
      02-13-2010, 09:30 PM   #16
135forthewin
Lieutenant
United_States
10
Rep
546
Posts

 
Drives: sideways
Join Date: Oct 2008
Location: U.S.

iTrader: (0)

Quote:
Originally Posted by MarkE90M3 View Post
Saw this and thought, hmm...

So did they photoshop or go back to the same location?

Good commercial nonetheless, that just caught my eye haha
Attached Images
 
__________________
Legal Disclaimer: Anything I or anyone else says about my vehicle on this website(1addicts.com or any affiliated or nonaffiliated sites), pertaining to modifications, is only to gain acceptance from my/our peers, and does not actually represent anything actually existing on my car, and thus, cannot be held against me in any issues, i.e. warranty claims, that may arise.
Appreciate 0
      02-13-2010, 11:31 PM   #17
Oulixes
Lieutenant Colonel
Oulixes's Avatar
19
Rep
1,941
Posts

 
Drives: 330xi, 335i
Join Date: Feb 2009
Location: Terra Borealis

iTrader: (0)

Quote:
Originally Posted by kcgman View Post
...
Of course, it could be that I'm still asleep and will wake up to realize that this was all just a dream.
I fear it is not a dream, it is becoming a nightmare. The company that made its name on engineering is transferring its focus on crude commercials about "joy," "developing" cards smelling like "joy of leather," and communicating way too much in a manner used by other well-known formerly great car companies. Joy is easier to provide than a reliable HPFP.
Appreciate 0
      02-14-2010, 02:04 AM   #18
red-sauerkraut
.
red-sauerkraut's Avatar
45
Rep
3,930
Posts

 
Drives: x-car/m-car
Join Date: Oct 2007
Location: northern hemisphere

iTrader: (0)

Joy defines the future!
__________________
LESS LIMIT. MORE SKY.
Appreciate 0
      02-14-2010, 03:56 AM   #19
fatjoez
baller
fatjoez's Avatar
No_Country
38
Rep
675
Posts

 
Drives: lambo
Join Date: Sep 2009
Location: the crib

iTrader: (0)

Quote:
Originally Posted by John 070 View Post
What is crafty is that the car comes with a value package incl. leather, and when you opt for premium, you zpp is not discounted, like paying for leather twice. Nice "value" move.
feel your pain brotha.

but lets not forget....
When it comes to good business.. Nothing is free.

& BMW with its "Value Package free leather" is no exception
Appreciate 0
      02-14-2010, 06:00 AM   #20
Romo
Captain
Romo's Avatar
Netherlands
13
Rep
940
Posts

 
Drives: 1M, HP4 Comp, Cayman GTS
Join Date: Oct 2006
Location: The Netherlands

iTrader: (0)

Quote:
Originally Posted by THE JEDI View Post

Voice sounds like Patrick Stewart.......................
Appreciate 0
      02-14-2010, 08:46 AM   #21
bcoz
spectator
bcoz's Avatar
Australia
7
Rep
353
Posts

 
Drives: 330d Sedan
Join Date: Oct 2008
Location: Sydney, Australia

iTrader: (0)

Quote:
Originally Posted by 135forthewin View Post
Saw this and thought, hmm...

So did they photoshop or go back to the same location?

Good commercial nonetheless, that just caught my eye haha
Well spotted.

Looks like photoshop to me ....car/house/tree shadows are the same, cloud cover (bits you can see) is the same, wheel spokes are in the same position even tho the car is a coupe in one and a vert in the other.
Appreciate 0
      02-14-2010, 12:03 PM   #22
southlight
Moderator / European Editor
southlight's Avatar
607
Rep
6,748
Posts

 
Drives: BMW
Join Date: Apr 2006
Location: Germany

iTrader: (0)

Here's the "Tunnel" spot depicting the Vision EfficientDynamics concept car:




Quote:
The 60-second “Tunnel” spot, which will premiere on February 15th, depicts the futuristic-looking BMW Vision EfficientDynamics Concept Vehicle driving through a dark tunnel, its image giving way to glimpses of vehicles in BMW’s product line-up as it darts in and out of shadows. At the other end of the tunnel, the entire product portfolio emerges into full daylight and the video cuts to smiling drivers behind the wheels. A voice over intones, “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.”

Best regards,
south
__________________
Those forums...WHY NOT?


JOIN THE 6MT CLUB GROUP
Appreciate 0
Reply

Bookmarks

Thread Tools Search this Thread
Search this Thread:

Advanced Search

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off
Forum Jump


All times are GMT -5. The time now is 05:44 PM.




e90post
Powered by vBulletin® Version 3.7.0
Copyright ©2000 - 2014, Jelsoft Enterprises Ltd.
1Addicts.com, BIMMERPOST.com, E90Post.com, F30Post.com, M3Post.com, ZPost.com, 5Post.com, 6Post.com, 7Post.com, XBimmers.com logo and trademark are properties of BIMMERPOST