Excerpt from the proposal…
“Our goal is to place the Roadster squarely in the American landscape, to make it a recognizable pop icon; a symbol of freedom, romance and adventure. We will do this through an integrated program that exploits niche by niche the key markets for this car.
What makes the Roadster unique is that it is a BMW with all that implies: value, safety, quality and the ultimate driving experience.
This provides a solid rationale to support what at heart is an emotional purchase decision.”
BMW viewed the new product launch of the Z3 Roadster as an opportunity to experiment with non-traditional marketing techniques. In 1995 this meant anything other then mainstream advertising. Leaving no stone unturned, they solicited bids from thirty companies including advertising agencies, PR firms and event marketing companies like Dick Clark Productions.
The campaign was to be part of an integrated marketing effort that BMW was doing with MGM on the James Bond film, GoldenEye . You might remember that GoldenEye was the first time that James Bond drove anything but an Aston Martin. Adding to the interest was a new Bond, Pierce Brosnan.
The challenge was that the Bond film was set to open in November, but the car was not going to arrive at the dealers until April. Our assignment was to fill that gap and drive pre-delivery orders, after which a traditional advertising campaign would kick-in if needed.
Creative elements included everything but the Internet which at the time was not yet being utilized for much more then product brochures. That said, our strategy of “influencing the influencers” was a precursor of a now familiar social media tactic.
The creative campaign that we developed included:
- A ride and drive event in Central Park which gave the press the chance to experience the car the day of the World Premiere.
- A radio DJ promotion in which we gave DJs the car for the day to create their own contests and promotions.
- A theatrical film trailer that was the precursor to the highly acclaimed “made for the web” film series.
- A music video placement which featured a Z3 product placement in the music video for the encore Hootie and The Blowfish album.
- A limited edition Z3 in the Neiman Marcus Christmas Catalog. 100 units sold out in 48 hours – kicking off an avalanche of press interest, and beginning a relationship between BMW and Neiman Marcus that continues to this day.
- An “image” program includinga 12 minute direct marketing film which placed the Z3 in the American landscape. Stills and b-roll reinforced this theme in showroom displays, brochures, training materials and tradeshow exhibits.
- Discussions with the Aspen Design Conference which have since featured BMW head designer Chris Bangles.
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Produced by Dick Clark Productions
Winner: Super Reggie Award
