BMW spreads joy in Asia

• BMW launches global campaign
• Regional work kicks off in Singapore
• New focus on brand communication

Regional - BMW has launched its new ‘Joy' global branding campaign in Singapore before BMW Group Asia rolls it out in the rest of East Asia.

The campaign kicked off in Singapore with a TV commercial shown on the digital screens at both Suntec City Convention Centre and the Singapore Visitor Centre along Orchard Road, along with print advertisements in magazines and online communications. A billboard is also going up on the facade of Wisma Atria, while a charitable tie-up with the Straits Times School Pocket Money Fund will run from 18 September to the end of the month.

The entire campaign revolves around the concept of ‘Joy' as the core of the BMW brand and the driving force of its employees and products.

"Our new campaign relates closely to the value system and lifestyle of our customers. Like them, our experience tells us that joy is an input, not just an outcome of success. In other words, joy fuels success. Driving a BMW is beyond sheer driving pleasure. It is an expression of a lifestyle that enjoys success and celebrates joy," Johannes Seibert, managing director of BMW Asia, said.

According to a statement from BMW Group Asia, by focusing its brand communication BMW is "harnessing the media explosion, the change in media behaviour and the increasing heterogeneity of the world inhabited by BMW target groups."

The brand communication is being coordinated and controlled by an international BMW advertising board consisting of the marketing managers from the six largest sales markets and the corresponding regional representatives.  The communication tools are being produced centrally to a greater extent and made available to the individual markets for local adaptation.

The campaign was created and produced by the US-based agency GSD&M Idea City and as lead agency, they will handle global communications for BMW's core messages in the future. The adaptation of the campaigns and local communication implementation will be executed by BMW Group Asia's newly appointed regional agency for BMW Publicis.

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