BMW Advanced DieselReverse Brief

Ian WestJustin Raymond

Jaryd DubinSherrie WilsonNichele Mims

Diesel has Ch…Ch…Changed!

“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