BMW will spread ‘Joy’ around the world

In order to spread the BMW slogan “Joy” in more areas of the world including Asia and North America, BMW has hired a new ad agency to boost the campaign. The lucky ad agency slot was won by the U.S. firm GSD&M, who will be the first ad agency to represent BMW globally.BMW expects a more  aggressive and innovative marketing course with this change.

A good example of what BMW’s marketing will be like is the “Story of Joy” campaign shown at during the opening ceremony of the XXI Winter Olympics in Vancouver, Canada. It marked the most expensive luxury automotive spending of the Games. It grandly showcased BMW owners and their cars and opened a portal to BMW’s global communications.

Aside from a better and more colorful aesthetic the Joy concept is highlighted together with the efficient dynamics and the aesthetic design of BMW brand vehicles. We can expect to see this in more TV commercials, Internet campaigns, billboards, and print advertisements.

Source: Autonews