Integrated Marketing Communications Campaign: BMW M Division

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BMW M SERIES IMC STRATEGY ALEJANDRA MARTINEZ, CONNOR GREY, GABRIEL CARABALI, AARON FALIA AND CARLY SCHMIDT

OUR MISSION

THE ENGINE ROOM

ALEJANDRA MARTINEZ ACCOUNT MANAGER TOO MOTIVATIONAL

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CONNOR GREY BRAND STRATEGIST TOO METHODICAL

We are an integrated marketing communications agency focused on delivering exciting and powerful creative solutions to solve our clients problems. We work hard to make the smallest

AARON FALIA

CARLY SCHMIDT

GABRIEL CARABALI

details work to fuel an

MEDIA PLANNER TOO MEMORABLE

ART DIRECTOR TOO MIRACULOUS

COPYWRITER TOO MODEST

unforgettable experience, by combining creativity with dedication and passion towards all of our brands, to get to a unique, effective, and innovative outcome.

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DRAW AWARENESS TO BMW M POWER LINE-UP

PROJECT PREVIEW

➔ Help show Canadians how powerful and fun driving an M vehicle is through delivery of a fully integrated campaign. ➔ We want to prove that BMW owns the performance vehicle market, despite not having a fully electric vehicle in its line-up just yet.

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BMW M MARKET

➔ BMWs Primary audience includes: ◆ Working-class professionals over 25 ◆ Becoming economically stable ◆ Looking to improve their status needs ◆ Earns a high income

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BMW M MARKET ➔ BMW sales per month, indicating HIGH and LOW sales moths, and peak SEASONS ➔ Media Flight consideration & implementation of tactics

Sales Per

5.6%

6.3%

8.3%

12.4%

10.2%

8.4%

7.3%

8.1%

10.6%

8.3%

8.5%

5.9%

2,088

2,341

3,087

4,627

3,803

3,127

2,722

3,023

3,959

3,086

3,182

2,181

Month

Jan

Feb

March

Apr

May

June

July

Aug

Sept

Oct

Nov

Dec

37,226

Total

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PROJECT OVERVIEW GOAL

Despite not having a fully electric car yet, BMW owns the performance vehicle market. Therefore, we attempt to increase the M division sales by showing BMW customers how fun driving can be.

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PROJECT OVERVIEW OBJECTIVES

1) To deliver a fully-integrated IMC campaign that promotes the thrill of driving a gas-powered car while BMW perfects its electric car for launch in 2022, with delivery by April 2, 2020, with the campaign being launched as soon as deemed viable by BMW after COVID-19.

2) To engage our target market and address its concerns when considering a new vehicle purchase over a 2-year campaign which proves BMW owns the performance vehicle market. The campaign will be launched as soon as deemed viable by BMW after COVID-19.

3) To increase the sales of the current BMW M models by 15% in Canada during peak seasons of Feb, March, July, Sept, by focusing on the most lucrative areas (cities).

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THE INDUSTRY INDUSTRY BEHAVIOUR

➔ Marketwatch states that as of 2019 only 3 brands lead the luxury car industry: Mercedes, Audi, and BMW ➔ In North American luxury car market, SUVs have seen a steady increase in sales, and decrease in sales of non-luxury SUVs in 2016 ➔ Worldwide growth in the luxury vehicle market is expected to grow roughly 6.3% over the next 5 years ◆ Predicted to reach $6 million US in 2024

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MARKET PLACE ANALYSIS BACKGROUND

➔ In May of 1972 BMW incorporated a new collection of special vehicles. ➔ Today the M division represents a fundamental part of the BMW brand. ➔ Brand associations: safety, power, reliable brand. ➔ Brand persona: power, luxury, style, and success.

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CONSUMER BEHAVIOUR

➔ Consumers consider BMW as a premium brand ➔ The BMW market values performance and status of BMW ➔ Their vehicles represent style, luxury, reliability, safety, and efficiency. ➔ Consumers views BMW as: ◆ A status symbol ◆ Vehicles for driving enthusiasts

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CONSUMER BEHAVIOUR

➔ Attitudes are growing in favour of electric vehicles: ◆ 35% plan to buy electric, 45% will still likely buy gas ● 20% plan to compare between the two ◆ Quality 30% > Affordability 21% ● Quality is the most important factor for buyers

➔ While the attitudes of Canadians are shifting to prefer electric, their Actions are not showing the same: ◆ EV sales are showing a 25% increase (yoy, 2018-19) ◆ 96.5% of sales are Gas powered (Global, 2019)

P ➔ Electric rebates ➔ $5000 Federal, +$3000 BC/+$8000 QC/ ➔ $1000 ON by non-profit Plug’n Drive + $1000 if getting a gas-powered car off the street

E ➔ The most important economic factor now depends on what is going to happen after the COVID-19 pandemic

S

T

➔ 64% of Canadians would prefer electric to gas

➔ Electric vehicle driving range is limited

% of People Prefer Gas remains the standard (By province) Alberta: 49% SK/MB: 40% Ontario: 38% Atlantic: 39%

➔ Tech advancements determine the consumers behaviour ➔ Electric is lower cost and more reliable ➔ Apps such as Uber and Lyft

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S W O T ➔ One of the most recognized premium vehicle brands worldwide ➔ High impressions online ➔ Growth in vehicle sales ➔ Strong advertising ➔ Specialised in niche marketing

➔ High prices of vehicles

➔ Increasing the interest of owning an M series

➔ Automotive industry is competitive

➔ Vehicles sometimes don’t match the customer needs

➔ The use of digital marketing to reach new targets

➔ Pressure on technology- electric vs gas

➔ Gas vehicles are not environmentally friendly

➔ Customer engagement

➔ Foreign economic policies can affect the brand’s success

➔ High competition industry

➔ Strategic partnerships with brands to target a new audience ➔ 3 year federal rebate budget spends ½ in 8 months.

➔ Elevated fuel prices may push back new consumers ➔ The demand for electric cars is increasing

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COMPETITOR ANALYSIS COMPETITOR TRENDS ➔ Luxurious

➔ Stylish

➔ Trendy

➔ High-Quality

➔ Large Social Media Presence

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STRATEGY OVERVIEW ➔ BMW has a wide- range of demographic from ages 25-60 ➔ Three target persona’s will be used to communicate to Canada’s ranging demographic ➔ These personas provide unique demographics that provide a foundation for targeted storytelling ➔ The overarching IMC strategy is to connect each unique persona through their passion for driving ➔ Alway make it known that the M series is fun, bold and efficient.

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BIG IDEA Look at me now is all about creating desire for the M series by demonstrating a deep-rooted connection with thrill seeking, individuality, and power, connecting to a feeling of nostalgia while nodding to the future.

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IMC STRATEGY IMC TACTICS 1) ADVERTISING 2) DIRECT MAIL 3) EXPERIENTIAL

➔ Three developed personas will be used to channel our big idea.

Look at me now. ➔ When isolating our target market of potential BMW owners we found a range from 25 up to 60+ years old

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PERSONA CHARACTERISTICS ➔ Leaders ➔ Professionals ➔ Interest in style and luxurious purchases ➔ Seek adventure and thrill ➔ Inspired by achieving success

THE M FAMILY

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MARCUS

Strivers & Experiencers DEMOGRAPHIC ➔ ➔ ➔ ➔ ➔

Age: 30-35 Male Education: BA or above Income: $60k+ Occupation: Professional career ◆ Business ◆ Finance ◆ Consulting

➔ Home Life: ◆ Head of household ◆ Lives with partner ◆ 1+ kids

CHARACTERISTICS ➔ ➔ ➔ ➔ ➔ ➔ ➔

Young Vital Enthusiastic Impulsive Rebellious Uncertain Approval-seeking

CHANNELS

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MICHELLE

Achievers & Innovators DEMOGRAPHIC ➔ ➔ ➔ ➔ ➔

Age: 40- 44 Female Education: BA or above Income: $100k+ Occupation: Professional career, ◆ Business

➔ Home Life: ◆ Head of household ◆ Lives with partner ◆ 1+ kids

CHARACTERISTICS ➔ ➔ ➔ ➔ ➔ ➔ ➔ ➔

Successful Career and work oriented sophisticated Active “Take charge” Individuals Practical Self sufficient Family oriented

CHANNELS

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MICHAEL

Believers & Thinkers DEMOGRAPHIC ➔ ➔ ➔ ➔ ➔

Age: 50-60 Male Education: BA or above Income: $100k+ Occupation: Professional career, ◆ Business ◆ Finance ◆ Consulting

➔ Home Life: ◆ Head of household ◆ Lives with partner ◆ Empty Nester

CHARACTERISTICS ➔ ➔ ➔ ➔ ➔ ➔ ➔

Conservative Conventional Traditional Mature Satisfied Comfortable Reflective

CHANNELS

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CREATIVE DIRECTION EXECUTIONS ➔ Playing on the symbolic status that BMW M capture with campaign title “LOOK AT ME NOW.” ➔ Personalized stories demonstrated through our 3 target personas that reflect a passion for driving a top-performance vehicle

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“LOOK AT ME NOW” VIDEO OVERVIEW

THEN ➔ A total of four produced videos, one for each persona and one that ties them all together.

THEN

➔ Common video themes: ◆ Dedicated dream achievers ◆ Reflecting on how they’ve grown from the past, and looking towards their future ◆ Gaining status by owning an M vehicle ◆ A passion for thrill, fun and driving ◆ Nodding to the advancements of the M series over the years

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Marcus grew up loving cars and thrill. He spent his time looking up to successful and powerful leaders. Today, Marcus is a young business leader who is proud to be a BMW M series owner and enjoying the pleasure of driving in style.Look at me now.

Michelle grew up knowing she would grow up to be a stylish leader. She spent her teen years admiring fast cars and dreamed of one day being able to do what people so often said she couldn't. Today, Michelle is a successful CEO who is proud to get to drive her BMW M series to her beautiful suburban home. Look at me now.

Michael is a true car enthusiast. Growing up, he spent all his free time ďŹ xing up cars with his father. He always dreamed that one day he would be driving his own luxurious top-performing on the open roads. Today, Michael is proudly seeking out new adventures in his M .Look at me now.

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VIDEO STORYBOARD

➔ The following is a sample that all four TV ads will follow. ➔ This is Marcus’s story

E

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➔ Setting up the character’s life position, a young professional man ➔ Showing an interest for the BMW M cars owned by peers in his community

E

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âž” Flashing back to his lifelong love of cars, action and aspiration of becoming a powerful and successful individual

E

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➔ Shows that he has achieved the success and status he’s always dreamed of through owning a BMW M vehicle ➔ Expresses that BMW M vehicles are for driving enthusiasts

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IMC CHANNEL 1 ADVERTISING EXECUTIONS

➔ TV ➔ OUT OF HOME ➔ DIGITAL AND ONLINE

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TV ➔ Specific TV spots will be used to advertise to Michael & the general campaign ◆ Specialty TV will be used to speak directly to Michael ◆ Main channels like CTV and CBC ➔ TV will increase and maintain brand status and awareness

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BILLBOARDS âž” OOH billboards will be placed where our demographics are commuting to and from work, major cities include: âž” Ottawa, Montreal, Quebec City, Vancouver/Victoria, Toronto, Edmonton, Calgary, and Winnipeg

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INDOOR OUT OF HOME

➔ Indoor OOH will be placed in spaces to target Marcus and Michael such as gyms, men’s washrooms and other areas these professionals occupy.

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DIGITAL AND SOCIAL Digital mediums will allow us to target specific user and demographic across a variety of platforms.

➔ Demographic user targeting and retargeting ➔ Custom Audiences to speak to our specific targets ➔ Little to no cross pollination with the execution of targeted messaging

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FACEBOOK ➔ Facebook ads will be used to target all 3 profiles

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INSTAGRAM âž” Instagram ads will be used primarily to target Marcus, our youngest age demo

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YOUTUBE

➔ Youtube ads will be used to target all 3 profiles ➔ Ads will feature produced videos

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LINKEDIN

âž” Instagram ads will be used primarily to target Marcus, our youngest age demo who are most active on LinkedIn

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PINTEREST âž” Pinterest ads will be used primarily to target Michelle.

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IMC CHANNEL 2 DIRECT MAIL

➔ Provides a tangible experience ➔ Used to target individuals in a demographic looking to purchase another vehicle ◆ Michael and Michelle

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IMC CHANNEL 3 EXPERIENTIAL

➔ Direct mail invite to a test driving experience ➔ Helps to build awareness and a bond with the brand ➔ Provides the opportunity for further brand awareness by sharing their experience

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DIRECT MAIL + EXPERIENTIAL ➔ The “Look at me now” test driving experiential event ➔ Gives targeted consumers a chance to drive BMW M cars for themselves ➔ Target focus on specific individuals and previous clients

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FLIGHTING ➔ Starting with Specific Digital and TV targeting ➔ Then introduce the Digital and TV Executions to tie in what is familiar to our targets. ● This pattern repeats throughout the year, to build frequency leading into peak months ➔ Maintain relevance in off season through TV and digital ➔ Direct mail to be sent out 1-2 months prior to any seasonal experiential events

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BUDGET

➔ TOTAL BUDGET : $3, 000, 000 ◆ DIGITAL: $900. 000 ◆ TV: $ 1, 350, 000 ◆ OOH: $390, 000 ◆ PRODUCTION AND CREATIVE EXECUTIONS: $360, 000

➔ ADDITIONS / ADJUSTMENTS: ◆ DIRECT MAIL: $300,000 ◆ EXPERIENTIAL: $250,000

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IMC STRATEGY OVERVIEW ➔ IMC strategies used: Advertising, Direct Mail and Experiential ➔ Channels have been carefully selected according to our defined target personas ➔ Targeted stories engage specific targets before expanding to the connecting campaign, maintaining brand status and connecting with feeling of the powerful M Series

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CUSTOMER JOURNEY

AWARENESS

INTEREST

CONSIDERATION

SALES

ADVOCACY

Understanding

Engaging the

Consumers

The purchase of

WOM, reviews

the BMW M

targeted

actively viewing

a BMW M

and social

line-up

audience

the M line

vehicle

media

through IMC channels

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KPI’S

➔ Results will be measured before and throughout the campaign ➔ Predicted results ◆ Increased social media engagement ◆ Increased web traffic ◆ Increased consumer-generated content ◆ 10-15% sales increase

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FINAL OVERVIEW ➔ Our clients are Leaders, always looking to what’s next. It’s your turn to relish the moment. Look at me now. ➔ Our strategy captures how the M is a symbol of fun, power and status

We’re bringing you with us, to reflect on your past, your accomplishments, your status, goals for the future - where you aspire to be.

THANK YOU YOU are invited to: Look back to your accomplishments.

Look forward into what the future has for you.

Look at YOU now.

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