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BMW Advanced DieselReverse Brief
Ian WestJustin Raymond
Jaryd DubinSherrie WilsonNichele Mims
“BMW offers classy, high-performance cars for the driving enthusiast, providing a better
driving experience than any of our competitors.”
Positioning Statement
Advancements in diesel technology
US Demand will grow 3.8% annually in 2011
Expensive to upgrade diesel engine to meet US standards, minority market
Green marketing You don’t have to
sacrifice performance or luxury
Background/Overview
We want the consumers to think and feel that BMW has become more environmentally conscious and at the same time keeping their image of luxury.
Purpose of the Advertisement
Age: 25 – 40 years of age
Gender: Male
Geographic: Urban areas or cities
Psychographic: Trendsetters. Environmentally Conscious. Loyal.
Behavioral: Possess favorable brand image/already own BMW. Extrovert.
Additional Info: Upper-Middle class. Grad-school graduate. “New Money”. Environmentally responsible.
Target Audience
Age: 30
Gender: Male
Geo: East Coast
Psycho: Successful and wants people to know. Environmentally responsible.
Behavior: BMW-loyal.
Other: Up the corporate ladder. Business school grad. Income of $65,000+, works from home, and likely uses iPhone or other comparable cell phone.
Target Profile: Dave Diesel
The diesel engine and BMW has "ch-ch-changed." The old standards of a diesel engine being uneconomical and not environmentally friendly are being quickly "driven" away.
The Message
Rational◦ Overall Price◦ Environmentally Responsible
Emotional◦ Belonging◦ Fear
Reason to Act
Safety ◦ “Professional driver closed course. Do not
attempt” ◦ Time: 20 seconds
Law ◦ License plate censorship ◦ Privacy concerns
Mandatory Elements
LOGO ◦ Visibility; timing, identify ◦ BMW symbol= “S” superman symbol ◦ Character: Hero, Leader, Innovator ◦ leader in innovative fuel alternatives and overall
consumer lifestyles
Mandatory Elements
Commercial Length: ◦ 31 seconds
Message: ◦ Fresh, specific, clean!
Concern: ◦ Go green!
Filming & Editing ◦ 14 days total
Mandatory Elements
Successful…YES! Other sources opinion Appropriate…YES! Extended Advertising Done differently…YES!
Analysis of Advertisement
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