Results and Effectiveness

The campaign yielded triumphant results: • Prior to the campaign, sales of the 7 series models were moderate, averaging less than 100 units in October. In November, sales soared by 163%, with more than 200 units sold in that month alone • Positive momentum continued through December, with sales of the 7 series recording a 167% increase over October • Overall, BMW ended the year (2011) as the top selling car brand in Singapore, across all models (based on LTA Annual Vehicle Statistics in 2011).

Creative Execution

Our creative solution was to pick 7 of the 8 characteristics of leadership that meshed with the brand ethos, and use them to launch the new campaign. For maximum impact and effectiveness, we chose the most popular and credible business daily – The Business Times – as our medium. Together with the BT’s editorial team, we developed a customized editorial series revolving around the theme: The 7 Principles of Leadership. These were adapted from the 7 selected characteristics: DRIVE, INFLUENCE, INTEGRITY, PRESENCE, PURPOSE, PASSION AND RECOGNITION. Over the course of seven weeks, a different principle was featured via a profile of an individual who most personified that particular principle. The individuals were shortlisted and selected based on their status as successful, recognizable icons within the business world. The editorial series successfully provided a subtle, yet compelling vehicle for communicating the Unique Selling Points of the product.

Insights, Strategy and the Idea

The luxury car market in Singapore is highly competitive, with multiple brands wooing an increasingly small sector of discerning and cautious buyers. In 2010, the BMW 7 Series campaign was extremely well received, and highly successful. BMW ended the year as the top selling luxury car brand in Singapore. The client wanted to cement the conversation on leadership, and grow the business in 2011. However, the budget allocated was only SGD$55,000 – half what their main competitors (Mercedes Benz & Audi) were investing in media. The key challenge was building on the success of the previous year, with a budget half the size of the competition. Our unique insight was that the TA (affluent business leaders) lead hectic lifestyles, and have little patience for or recall of traditional advertising. Secondly, they greatly value personal character development. Our research found eight characteristics that the TA felt distinguished good from great leaders.