| Title | Security Reserves/Emancipation/Model/Purchase Decision |
| Title (original language) | Sicherheitsreserven/Vorbild/Emazipation/Kaufentscheid |
| Agency | Grey Germany GmbH |
| Campaign | Pleasure in Driving - BMW |
| Advertiser | BMW |
| Brand | BMW |
| Date of First Broadcast/Publication | 1965 / 1 |
| Product | Middleclass |
| Product (original language) | Mittelklasse |
| Business Sector | Cars |
| Tagline | Pleasure in driving - BMW |
| Tagline (original language) | Aus Freude am Fahren - BMW |
| Story | The advertising campaign developed on the defined strategic platform focused on the central selling idea of superiority: Superiority in terms of technology, confidence, image and manner. The new brand approach was translated into a TV and print campaign which was outstanding for the 60ies: each advertisement focussed single-mindedly on one important element contributing to the new Brand Character®. Advertising, communicating by arresting visuals and a provocative short copy and always a one word only headline made BMW ads unique. Adding up, all advertisements create a new dimension of car superiority with a clear customer benefit: The ultimate driving pleasure. |
| Philosophy | Agency recommended a confrontation strategy: From now, BMW cars had no longer motors, but engines. They did not run on wheels, but had chassis components. BMWs were not successors of cars, but heir of the first jet engines. Zeitgeist helped to sharpen communication. Agency market research had discovered a new target audience for changing leadership in the German car market: The generation doers (men of action) had come up, arousing imagination of marketing people. BMW offered doers their car. The company had no intention to offer alternatives to existing cars. But a car, to whom existing cars are not alternative. And BMW was back. Unique and desirable. |
| Problem | Emerging from a world famous manufacturer of airplane engines and motor cycles, BMW had developed in the 30ies and 40ies to a prestigious manufacturer of upmarket sporty automobiles. In the post-war period, BMW got into problems caused by a wrong model policy and was close to a take-over by a competitor. Only the introduction of the so called New Class of innovative mid-size limousines in the early 60ies laid the foundation for the remarkable renaissance of the brand. The intelligent and efficient brand communication made a decisive contribution to a fast break through of the new brand image. |
| Media Type | Magazine |
| Market | Germany |
| Creative Director | Charles Greene |
| Account Director | Bernd Michael |
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