Titel | The Hire Series 2 |
Agentur | Fallon |
Kampagne | The Hire - BMW |
Werbende | BMW |
Marke | BMW Films |
Posted | Mai 2005 |
Geschäftsbereich | Kraftfahrzeuge |
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 | Plakat |
Markt | Vereinigte Staaten von Amerika |
Etat-Planer | Lachlan Badenoch |
Werbeleiter | Tom Stepanchak |
President Fallon Minneapolis | Robert White |
Director of Planning | Adrian Ho |