Chief Strategy Officer
at
Carmichael Lynch
Greater Minneapolis-St. Paul Area, United States
| Title | The Hire (Film) |
| Agency | Fallon |
| Campaign | The Hire - BMW |
| Advertiser | BMW |
| Brand | BMW Films |
| Posted | June 2011 |
| Business Sector | Cars |
| Story | Highlights of the BMW Films campaign |
| Result | The Hire campaign represents a bold step for a marketer into the world of branded entertainment. No benchmarks existed to give BMW confidence that this would pay off. Ultimately, the campaign attracted a huge audience with the right target profile. Costing only 56% of BMW's traditional advertising in terms of the brand exposure gained, the films more than doubled BMW's growth, leading to a 74% sales increase. In addition, it attracted the equivalent of $26 million exposure value in free publicity. This paper demonstrates the economic rewards BMW has been able to enjoy as a reward for their marketing courage, and for their belief in an idea. |
| Media Type | Web Film |
| Length | |
| More Information | www.bmwfilms.com |
| President Fallon Minneapolis | Robert White |
| Account Planner | Lachlan Badenoch |
| Advertising Manager | Tom Stepanchak |
| Director of Planning | Adrian Ho |
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