After a experimenting for about a year with a new slogan and marketing campaign, BMW has apparently decided that “Joy is BMW” isn’t quite resonating with the people as much as its more famous “The Ultimate Driving Machine” slogan. In fact, I’d wager that slogan is one of the more famous slogans for any brand – including outside the car world. It may even be akin to Nike’s “Just do it” or MacDonald’s “I’m loving it”. I would also wager most people (car nuts or otherwise) would be able to identify “the ultimate driving machine” as BMW’s slogan.
Earlier in the year BMW hired a new marketing team and this is the newest commercial that they have come up with for the 5-series. While the slogan doesn’t appear in print at the end of the ad as it once did in the past, it is mentioned at the end by the narrator.
The ad also manages to highlight what we all have come to expect from BMW (performance) but also molds it quite well with BMW’s new commitment fo efficiency. Basically the ad wants to convey that you don’t need to give up driving pleasure in order to save gas and the environment.
Think it worked? What do you think of BMW’s new marketing direction?
[Youtube]