Bashny.Net
BMW Films: a legendary campaign that changed the Internet
Bashny.Net
In the "distant" 2001 BMW is under the strict supervision and with direct participation of the agency Fallon has created such a phenomenon as the online movie. After the campaign BMW Films online will never be the same again.
It was held the casting the most famous and talented directors and actors, as well as developed scenarios in which the protagonist, «The Driver», ie "driver", helping people in different difficult situations, using spectacular driving stunts on beautiful model BMW. < br />
They took such famous Hollywood directors like John Frankenheymer, Ang Lee, Guy Ritchie, Alexandro Gonzalez Inarritu and Tony Scott. After the scripts have been distributed, BMW has set two conditions to directors: the first - a mini-movies should be filmed by Hollywood standards, and the second - they are in any case should not be similar to the ad.
In addition to well-known directors were invited on the role of not less than stellar actors - Madonna, Gary Oldman, Marilyn Manson, Clive Owen for the role of "driver", and many others.
Thus, with the help of BMW Films, the company demonstrated a completely new and unconventional method of explaining to potential buyers what makes BMW, in fact, BMW.
A series of short films in the Hollywood style of explode the usual approaches to the promotion of expensive cars and showed,
advertising can become the "other" .In 100 million views, and a series of awards prove that the innovative concept for the time Fallon was, indeed, in cash.
In 2000, growth in the volume of sales of BMW severely slowed due to the aggressive marketing policy of its competitors, which increased the sales of its products. 7 months BMW was in mediazabvenii. And then before the promotion department was tasked to increase the number of visitors to dealers, without requiring the media to increase the budget.
By the way, the ratio of placed advertisements in the media to the number of sold cars at BMW's two times less than at Lexus and significantly less than the Mercedes).
The first season of
BMW was faced with the problem of mature brands.
His audience "grew old," so the brand, both in the air needs an influx of new younger customers. This "magic" an audience of men and women to 40 years old is very difficult to get these people are very busy. They spend most of their time in the office in front of a computer. And most importantly, they completely ignore the traditional media: they control is important, the ability to decide independently what and when to watch.
The first season
The Internet has become an important part of the process of buying a car. But as a rule, it was the source of a purely rational, factual information. A BMW, according to research Fallon, - it is rather a purchase is made on the basis of emotion.
This is more of what they want, not what nuzhdayutsya.Seriya was originally conceived as a "package" of five films in the first season, each shot kinmatografa recognized masters. For the second was shot - 3 short films.
All films are combined through-character who acts as a courier, delivering something or someone in cars BMW.
It was pure entertainment, not advertising.
Movies that sell cars. Advertising on the verge of art. Even the prime minister of one of the episodes («The Follow» Wong Kar Wai) was held at the Cannes Film Festival.
The road to his cherished CA BMW and Fallon found also through the distribution of a DVD movie with the magazine Vanity Fair. In 2003, the complete collection of CDs was also presented at the Cannes Film Festival. And the whole series has become an exhibit Museum of Modern Art (MOMA).
The second season of
One of the most famous works of RSA Films - is a film from the series The Hires for BMW. In 2002, seven directors filmed one movie for the automaker, each of which starring Clive Owen. Tony Scott took a series of «Beat The Devil»
And what does all this lead?
That "modest" results:
1. The number of visits has increased by 400%.
2. By the end of season sales rose by 74%. For comparison, the corresponding figures at Lexus were 42% and Mercedesa - 35.
3. Films media noise generated by 26 million dollars. Shorts continue to download and upload until October 2005, BMW did not stop the campaign to close the site BMW Films: all good, come to an end.
via / kreativnyj_obzor / 2007/09/27/20391 /
It was held the casting the most famous and talented directors and actors, as well as developed scenarios in which the protagonist, «The Driver», ie "driver", helping people in different difficult situations, using spectacular driving stunts on beautiful model BMW. < br />
They took such famous Hollywood directors like John Frankenheymer, Ang Lee, Guy Ritchie, Alexandro Gonzalez Inarritu and Tony Scott. After the scripts have been distributed, BMW has set two conditions to directors: the first - a mini-movies should be filmed by Hollywood standards, and the second - they are in any case should not be similar to the ad.
In addition to well-known directors were invited on the role of not less than stellar actors - Madonna, Gary Oldman, Marilyn Manson, Clive Owen for the role of "driver", and many others.
Thus, with the help of BMW Films, the company demonstrated a completely new and unconventional method of explaining to potential buyers what makes BMW, in fact, BMW.
A series of short films in the Hollywood style of explode the usual approaches to the promotion of expensive cars and showed,
advertising can become the "other" .In 100 million views, and a series of awards prove that the innovative concept for the time Fallon was, indeed, in cash.
In 2000, growth in the volume of sales of BMW severely slowed due to the aggressive marketing policy of its competitors, which increased the sales of its products. 7 months BMW was in mediazabvenii. And then before the promotion department was tasked to increase the number of visitors to dealers, without requiring the media to increase the budget.
By the way, the ratio of placed advertisements in the media to the number of sold cars at BMW's two times less than at Lexus and significantly less than the Mercedes).
The first season of
BMW was faced with the problem of mature brands.
His audience "grew old," so the brand, both in the air needs an influx of new younger customers. This "magic" an audience of men and women to 40 years old is very difficult to get these people are very busy. They spend most of their time in the office in front of a computer. And most importantly, they completely ignore the traditional media: they control is important, the ability to decide independently what and when to watch.
The first season
The Internet has become an important part of the process of buying a car. But as a rule, it was the source of a purely rational, factual information. A BMW, according to research Fallon, - it is rather a purchase is made on the basis of emotion.
This is more of what they want, not what nuzhdayutsya.Seriya was originally conceived as a "package" of five films in the first season, each shot kinmatografa recognized masters. For the second was shot - 3 short films.
All films are combined through-character who acts as a courier, delivering something or someone in cars BMW.
It was pure entertainment, not advertising.
Movies that sell cars. Advertising on the verge of art. Even the prime minister of one of the episodes («The Follow» Wong Kar Wai) was held at the Cannes Film Festival.
The road to his cherished CA BMW and Fallon found also through the distribution of a DVD movie with the magazine Vanity Fair. In 2003, the complete collection of CDs was also presented at the Cannes Film Festival. And the whole series has become an exhibit Museum of Modern Art (MOMA).
The second season of
One of the most famous works of RSA Films - is a film from the series The Hires for BMW. In 2002, seven directors filmed one movie for the automaker, each of which starring Clive Owen. Tony Scott took a series of «Beat The Devil»
And what does all this lead?
That "modest" results:
1. The number of visits has increased by 400%.
2. By the end of season sales rose by 74%. For comparison, the corresponding figures at Lexus were 42% and Mercedesa - 35.
3. Films media noise generated by 26 million dollars. Shorts continue to download and upload until October 2005, BMW did not stop the campaign to close the site BMW Films: all good, come to an end.
via / kreativnyj_obzor / 2007/09/27/20391 /
Tags
See also
Lübars David knows how to compensate for the lack of creativity
The best advertising the second half of July 2012
Steep advertising from Russia
Two days in the Wieden + Kennedy Amsterdam
Art print advertising
100 best global advertising slogans
Marketing Steve Jobs
Advertising that nobody understood
Outdoor advertising, which adorns the city
When agencies and producers joined together to make a masterpiece series of rollers
