Bmw Case Study-Urban

1. Based upon the principals of exposure, attention and interpretation, explain why this BMW campaign was so successful.

BMW campaign was so successful as it involves stimulus and exposure towards their target segment, ‘Hot Urbans’ and created a type of brand entertainment. The campaign has included the use of sensory receptors such as the eyes and ears that has successfully gain the attention of their target segment. BMW employs lots of sight stimulus, which is a dominant sensory stimulus with its advertising campaign. As seen from the use of multi-media platform advertising and by creating a new music video. Moreover, they have utilized a jingle by including a global respected mixer and DJ from France that has helped to attract a large crowd. By playing the song repeatedly in the radio and clubs, it would have an impact on the consumers’ mood, feelings and behaviors. Thus, the music is used as a jingle that is played often to boost the brand awareness and creates a brand recall much more easily.

The use of popular music and the creation of a music video also give it more attention, as it is more interesting. Hence, sensory adaptation would not be a problem, it would not have a ‘wallpaper effect’ for its target consumers.

2. What are the ethical considerations involved in the subliminal BMW product placement in the music video clip, and what are the potential outcomes for BMW if found out by the ‘hot urban’ target market?

The ethical consideration involved in the music video is that some people might take it as an unethical approach. They might feel manipulated by the marketing strategy as seen with the inclusion of the music that the ‘hot urban’ enjoys that attracts them and help to gain awareness for BMW. Thus, consumers are unconsciously attracted to their product without their consent or knowledge and may influence the consumers’ behavior purchase.