BMW 3 Series: Slogan

Luxury is never out of place

BMW has built their entire brand image around two central ideas, luxury and quality German engineering. These two qualities have taken the company from an airplane manufacturer in WWII Germany to one of the most sought after of all luxury vehicle companies. Over time the company has tried many different forms of advertising to sell their product. In print they have done the straight forward our car is better than your car technique (Congratulations to Audi for winning South African car of the year 2006, from the winner of World car of the year 2006 - ad), they have been adventurous trying for the avant garde (You know you’re not the first - ad), and finally have the tried and true, Ultimate Driving Machine. What I am hoping to do is land somewhere in the middle, create an ad that will reach consumers on an emotional level, and help reconnect them to the values that make BMW great. “Advertising differentiates brands, groups, and causes, and ultimately sells products and calls people to action.” (Advertising by Design; Landa, Robin; 2) This is what the new campaign will focus on, separating the BMW 3 Series from its competitors. 

“Part of what differentiates a brand or group is ‘owning’ a selling point, benefit, attitude or any characteristic that contributes to a distinct construct.” (Advertising by Design; Landa, Robin; 52) The premise is simple, for true luxury really never is out place. Wouldn’t most consumers always prefer to be overdressed than underdressed, drink champagne instead of cheap beer, and live in a large home on the hillside rather than a mobile home in the valley? “Commercial advertising promotes brands and commodities by informing consumers…” (Advertising by Design; Landa, Robin; 4) So we will create a commercial advertising campaign showing that the BMW 3 series is not meant to be a flaunty machine; rather, it is perhaps its modern lines and simplistic form which makes the idea of luxury never being out of place plausible. The ostentatious sports vehicles (Bugatti, Maseratti) can, and do, look out of place in almost any situation not involving the Autobahn. The 3 series however is like an impeccably well-dressed woman. She may be wearing designer clothing head to toe (without any garish logos showing anywhere) in denim, a white t-shirt, blazer, and pumps. She does not stick out like a sore thumb in the mundaneness of a shopping mall, and yet there is still something about her, the way she seems to float across the floor while walking, the exact right fit of her denim, the perfect drape of her blazer. She is not getting noticed for the vulgarity of her designer clothing but rather the simplicity of it, a simplicity that can go with her anywhere. She understands that her idea of luxury is never out of place and she will become emotionally connected with the brand. “Emotional benefit: an intangible asset based on feeling, not on a functional characteristic of a product or service. It is a response that may derive from personal significance or reward and the desire to feel good.” (Advertising by Design; Landa, Robin; 50)