Chief Strategy Officer
at
Carmichael Lynch
Greater Minneapolis-St. Paul Area, Vereinigte Staaten von Amerika
| Titel | The Hire |
| Agentur | Fallon |
| Kampagne | The Hire - BMW |
| Werbende | BMW |
| Marke | BMW Films |
| Posted | Mai 2003 |
| Geschäftsbereich | Autos |
| Story | Highlights of the BMW Films campaign |
| Ergebnis | 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. |
| Medientyp | Internet-Film |
| Länge | |
| Mehr Informationen | www.bmwfilms.com |
| President Fallon Minneapolis | Robert White |
| Etat-Planer | Lachlan Badenoch |
| Werbeleiter | Tom Stepanchak |
| Director of Planning | Adrian Ho |
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