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BMW Celebrates 50 Years With The Hire: A Transformative Brand Campaign In Automotive Marketing
In the past, car manufacturers relied on traditional media like radio, print, and TV to reach audiences. However, as the internet emerged in the 21st century, it presented new opportunities for marketers willing to take risks. Jim McDowell, BMW of North America's Vice-President of Marketing and Product Strategy, was one such risk-taker.
McDowell's background included a degree in behavioural psychology and a master's in public policy from Harvard. He worked at RAND Corporation before joining Porsche Cars North America and later became director of marketing for Porsche AG. In 1993, Helmut Panke recruited him to BMW, where he replaced an ineffective agency with Fallon.
By 1996, BMW NA had recovered from a sales slump with effective advertising and product strategies. Sales rose from 53,343 cars in 1991 to 105,761 in 1996 and further climbed to 189,423 by 2000. However, a lack of new models in 2001 prompted BMW to focus on brand campaigns instead of individual products.
Patrick McKenna joined BMW NA's marketing team in 1997 and noted that they decided to launch a brand campaign during this lull. Previous ads highlighted specific products due to limited budgets. Baba Shetty drafted a document urging Fallon to capture the essence of the BMW brand through a film.
BMW had success with product placements in James Bond films starting with "GoldenEye" in 1995. This inspired Fallon to create Bond-themed ads for the Z3 roadster. The legal department initially imposed strict rules on how BMWs could be portrayed in films and ads.
However, movies allowed more creative freedom than ads. Films could depict cars involved in collisions or driven off parking garages as long as safety was ensured. This latitude led McDowell and his team to embrace Fallon's idea of a cinematic film featuring a BMW as more than just a prop.
Innovative Internet Campaign
The project evolved into "The Hire," a series of short films released online. At that time, the internet was still relatively new but promising for reaching tech-savvy customers. BMW had previously partnered with Apple for the "BMW Cyber Drive" campaign in 1997.
Despite technical challenges like slow download speeds on AOL connections, interest grew with each film release. Executive producer David Fincher attracted top directors like John Frankenheimer and Ang Lee for the project.
A Star-Studded Success
The first film, "Ambush," directed by Frankenheimer, debuted on April 26, 2001. It starred Clive Owen as The Driver navigating precarious situations in an E38 740i. Subsequent films featured renowned directors like Ang Lee and Wong Kar-Wai.
"Star," directed by Guy Ritchie and starring Madonna alongside Owen in an E39 M5, generated significant buzz upon its June release. The film's humour and performance showcased the M5's capabilities while captivating audiences worldwide.
Impact on Sales and Legacy
"The Hire" series significantly boosted BMW NA's sales figures. In 2001 alone, sales reached over 213,000 cars—a nine percent increase from the previous year—and continued rising after additional films were released in 2002.
The campaign resonated with viewers who were potential buyers or enthusiasts dreaming of owning a BMW someday. Commercially successful and creatively acclaimed,"The Hire" became part of New York's Museum of Modern Art collection.
Pioneering Future Marketing Strategies
Other automakers attempted similar campaigns but couldn't match "The Hire's" impact or originality within BMW NA’s marketing department; it set high standards for future content creation efforts by encouraging daring approaches beyond conventional advertising methods.
"The Hire" demonstrated what was possible when creativity met technology-driven platforms like online streaming services—ultimately raising expectations across industries about how brands engage consumers through storytelling mediums today without compromising authenticity or entertainment value along their journey towards success stories worth sharing globally among diverse audiences alike!
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