An advertising first for this campaign is BMW's use of MSN's video capabilities for a nine-video panel homepage takeover in mid-February. The new MSN technology creates a 3-D-like display which allows users to access any of the nine BMW-sponsored "Golden Moments of Joy" video panels directly from the homepage.
"The 'Story of Joy' encapsulates the sentiment shared throughout BMW that we are more than a car company. We are creators of joy," said Jack Pitney, Vice President, Marketing, BMW of North America. "All of our efforts in engineering, design and technology are about one thing, which is creating moments of joy. Given recent trends in consumer mindsets, the campaign refocuses BMW on the joy of driving and sharing those moments in an upbeat, humanized and refreshing fashion."
Television product placements will be promoted on NBC, MSNBC and CNBC during the 2010 Winter Olympic Games and the Academy Awards. Moreover, BMW will be the only automotive sponsor of NBC’s "Olympic Moments of Joy" segments, highlighting the real-life stories of the Olympic athletes.
The first of two television spots, a 60-second piece entitled "Story of Joy," features ‘snapshots’ from contemporary and vintage video footage. The voice over that closes the spot states, "We realized a long time ago that what you make people feel is just as important as what you make. And at BMW we don't just make cars. We make joy."
The 60-second "Tunnel" spot features the BMW Vision EfficientDynamics Concept vehicle driving through a dark tunnel, while a voice over states, "Every BMW is created with EfficientDynamics – technologies that maximize the joy of driving and make us the most fuel-efficient luxury car company in America."
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