The Big Idea

The Big Idea

It was George Lois, the influential advertiser in the 1960s, who once said that his creation of the big idea was not like the striking of a lightning bolt but rather the gradual build up and modification of an idea. “For many students and novices, idea generation is the most challenging stage in the process.”  (Advertising by Design; Landa, Robin; 18)  This is because ideas need to come from research and must be worked and re-worked before they can be finalized.  “Formulating an idea necessitates research, analysis, interpretation, inference, and reflective and creative thinking.” (Advertising by Design; Landa, Robin; 18) 

BMW has made itself synonymous with luxury since the company began to build cars in 1928.  For many consumers, this is in fact one of the reasons that they purchase a BMW, much in the same way as they would purchase a Louis Vuitton bag or a Dior suit.  It seemed logical then to make this aspect of purchasing a 3 Series a main player and utilize it in order to reach a new emotional connection with potential customers.  “By focusing on the attributes of an object, person, place, character, topic or theme, product, or service, you can find a characteristic that might lead to an idea.” (Advertising by Design; Landa, Robin; 38)  Many purchasers of the 3 Series are making their first foray into the luxury market of automobiles and are more than likely not purchasing the vehicle for its performance abilities.  Potential customers are more than likely looking to show their upward mobility and socioeconomic status by purchasing the vehicle.  With this knowledge in mind, it doesn’t make sense to market the 3 Series as a performance vehicle, but rather what it is, a luxury purchase.  “It can be useful to first break the object down into constituent parts and examine the attributes of each part.” (Advertising by Design; Landa, Robin; 38)  Since performance is not the first thought on the minds of potential customers, making an emotional connection with them is the way in which to convince them to purchase a 3 Series as opposed to the Mercedes C Class or the Lexus IS class. 

This is how the Luxury is never out of place slogan came about.  At first I thought to keep the ad in the city, with the Met or perhaps Lincoln Center as the backdrop for the woman to be getting out of her car and going to the red carpet event in casual clothing.  This event however in and of itself is luxurious, meaning that her showing up in her 335i isn’t that far fetched.  However take the customer back to her roots.  Many of these women may have come from small town America and worked their way up to the big city.  How will the car look in that sort of setting?  It will still look amazing obviously and will give her an edge when she returns home, she’ll still be able to carry herself as a well studied, urban, woman.  She won’t feel self-conscious and out of place in her non-descript designer clothing and luxury automobile because Luxury is never out of place.