Saturday, February 27, 2010
BMW use their sponsorship of the HSBC Women’s Championships 2010 to maximum effect in The Straits Times
BMW ran a half-page ad in the Home section of today's Straits Times that draws a number of comparisons between champion golfers and the BMW X6 – “The first Sports Activity Coupe with Dynamic Performance Control”. We find this a very fresh and clever way of communicating the features of the X6 through a medium that much of BMW’s target market will empathise with – the technicalities of the golf swing. Take a look at the ad below:
First of all we love the fact that both the golfer and car are presented as sketches. This takes a large degree of confidence and maturity on behalf of BMW, as the vast majority of car ads rely heavily on stylised photographs in order to attract the attention of readers. Can you think of any car ads that do not rely on photography for their visual representation? We can’t. Such a medium instils both the idea of artistic creation, as well as the almost childlike joy of drawing. In a subtle way, therefore, the visual medium supports BMW’s latest branding template, which focuses on “JOY” and is clearly communicated by the slogan – “JOY DRIVES CHAMPIONS”. The use of “drive” is an obvious, yet nonetheless excellent choice of word, simultaneously referring to how you “drive” a car; the “drive” as a type of golf stroke/club; and the mental “drive” of the champions that BMW both produce (in terms of cars) and supports (in terms of sponsorship). This is a perfect example of how different meanings and readings of just one word can provoke different levels of thought and reflection. The word “drive” therefore enforces both the product, and the brand to good effect.
In addition, the labels surrounding both pictures point to six shared characteristics that are common to both champion golfers and champion cars – aerodynamics, balance, control, stability, torque and vision. In a playful and indirect way BMW highlight six features that constitute a "champion" - whether a car or golfer. They also label “joy” as a seventh characteristic, which is at the heart of the golfer, and in the driver’s seat of the car. Have a look at the golfer in more detail below:
In sum BMW provide a great example of how to really get the most out of sponsorship opportunities. By creating cleverly thought out and clearly communicated parallels between the golfers that compete in the HSBC Women’s Champions 2010 and the BMW X6, they stretch their marketing dollars and firmly position their brand as one of “champions”. Great concept, great execution - we love it. Do you? Let us know by commenting below!
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2 comments:
I think it's really brave to do a car ad using sketches.
We agree, but do you think it is effective?
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