"Power of Choice" or strategic corporate communication for the BMW Group
Quick Read
The fascination with the BMW Group is shaped not only by its products and technology but also by the company’s history, marked by inventors, pioneers, and engineers. Today, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles, as well as a provider of premium financial and mobility services, with over 30 production sites and a global sales network.
Against the backdrop of the ongoing industry debate about the most appropriate type of drive system, a communications campaign has been developed to convey the BMW Group’s position.
Customer Challenge
At the start of Oliver Zipse’s mandate as CEO, the BMW Group laid the foundation for a long-term drive strategy. The company committed to ensuring that, in line with customer needs, every vehicle will be available in every type of drive form in the medium term — whether combustion engine, hybrid, or electrified drive.
Solution
The basis for this need lies in the varying customer and usage habits of the international clientele. Not every customer has access to the necessary charging infrastructure to, for example, choose a purely electric vehicle. This fact, along with the BMW Group’s commitment to placing customer needs at the centre of its actions, formed the conceptual starting point for selecting three protagonists—and thus three different drive types —and following them on film for a day in order to clearly illustrate their respective usage habits.
Insight & Impact
The characters of the three protagonists, who were, incidentally, real customers, exhibited remarkable coherence with the brands they drove. Within a few weeks, three films were produced under the campaign title “Power of Choice” and successfully showcased on the corporate website as well as on the BMW Group’s social media channels.
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Frank Wagner
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