Questions for target group and Seat campaings

NIL

Qüestions for target group:

How you use your car normally?

driving alone or with others?

What do you think about bmw?

What do you think about mini?

I you could pay for this type of car what do you prefer bmw or mini? (tell your age)

Do you like driving? (xd)

SEAT

Seat some times use some typical topics of Spain to promote their cars as Spanish products. Like some song from spanish singer or doing reference to the climate things.  

-https://www.youtube.com/watch?v=wxymGQGCIJU&src_vid=I-95eEqcLoE&feature=iv&annotation_id=annotation_765202

- https://www.youtube.com/watch?v=5e6IqS2jGyc&list=UUAibUHzsaJehlu7H5ZSHWow

Mind map & first scheme of cycle concept.

Mind map about BMW group in Netherlands

Firts idea of Cycle concept

Schedule upcoming week

For Monday 3-3:

- Research done

- What does BMW Group Netherlands do in Netherlands?

- Think of some ideas to use in the concept/campaign/movie

For Friday 28-2:

Nilish & Wendy : Media Coverage NedCar (write down the important parts)

Everyone:

- Think of some questions for:

- What does BMW mean to the Dutch in general? (target group 25-45)

(also think about: do people know MINI is BMW?)

- What do BMW/MINI drivers experience?

- What is BMW Group NL exactly (get it clear for yourself)

- Find some corporate mood movies as inspiration

- Make a mindmap of your own for BMW Group NL

- Think of some research questions

The Second Targetgroup of BMW

New Target group BMW
When we had the presentation from BMW, the asked us the question: 'what feeling do you get when you think of BMW, for what kind of people is BMW? So most of us said things like expensive, classy, business people, luxury. And those anwsers were right. They told us, that BMW is aiming at the upper middle class and even above. We researched this and indeed they are aiming their advertising on this group. They are the people most likely to buy their product, according to BMW. But now BMW has made whole new type of car, a car that has the luxury, but isn't as expensive, classy and business as their other cars. They made a full electric car. The BMW i3. 95% of the BMW i3 can be recycled. So with this new concept, BMW has another type of target group. In their presentation they said, 'we listen(ed) to our customers and created what they wanted. It's not that we changed our image, we just have another target group. A group that cares about the world and wants to make the world greener. The call this new way of driving LifeDrive. Their goal is ‘EMISSION-FREE INTO THE FUTURE.’ So we followed this goal and focused on these people. People that want to make the world greener. These people are everywhere, so it's not only the upper middle class anymore now. People who ride the bike for small distances instead of their car, people that care about recycling. With this new audience, BMW created more reach, but we want to create even more reach to all the people that care about the world.

Persona

Gerry is sales marketeer and father of two kids, he spends a lot of time on driving from city to city for his work. He cares about the world, but doesn't want to take the train every time he has to travel. He travels short distances by bike and he recycles as much as he can. Gerry loves luxury, but not too much. He loves his smartphone but dislikes things like the segway. He thinks it's not a very convenient way to travel, because it's like a bike but with lots more emission.

The GreenSide of the i3 (Concept Info)

EMISSION-FREE INTO THE FUTURE.

Sustainability and BMW i.Reinventing mobility with sustainability in mind takes more than just a vision. You need answers to a plethora of emerging questions, the first of which is: Where does sustainability begin? The answer: in the same place it ends.

Sustainability characterises the thoughts and actions of the BMW Group. Which is why the BMW Group is the Dow Jones Sustainability Index leader for the eighth year in succession, making it the most sustainable company in the automotive industry yet again. With EfficientDynamics, BMW has set itself the goal of continually reducing emissions while increasing driving pleasure. BMW i uses a wealth of innovative BMW EfficientDynamics technologies and goes even further: From design to production, from the useful life of the vehicle to its disposal, every detail is based on sustainability. Because sustainability is an attitude that doesn't have a beginning or an end.

Development
The aim of developing the BMW i cars is not simply to build emission-free cars, but also to use the maximum possible amount of sustainably produced and recycled materials – especially inside. The interior of the BMW i3 sets a new standard here and makes sustainability tangible.

Another milestone is the completely innovative LifeDrive car architecture, with its carbon-fibre passenger cell and aluminium drive module that reduce its weight enormously and extend the car's range.

LifeDrive The innovative BMW i LifeDrive architecture, specifically designed for the development of electric cars, reduces the weight and increases the range. Two separate functional units, the aluminium drive module and the life module made of high-tech carbon fibre, combine to form an ultralight, strong design. The result: improved energy efficiency, extended range and greater safety.

Aerodynamics

Minimum wind resistance, maximum range: excellent aerodynamics are a key element of efficient electromobility. With BMW i, fully concealed underbodies prevent wind turbulence under the car, while aero-flaps improve the aerodynamics of the wheel arches and side sills behind the front wheels. This reduces wind resistance and the car’s energy consumption, extending the range.

Sustainable materials

Natural, renewable, and sustainable: the interior of the BMW i3 features door trim panels and a dashboard made from renewable natural fibres, naturally tanned leather, and open-pore eucalyptus wood sourced from 100 % FSC®-certified forestry. Overall, 25 % renewable raw materials and recycled plastics were used in the interior of the BMW i3. The textile seat coverings are up to 100 % recycled polyster, produced using 34 % PET. A furthur 25 % recycled plastics are used in the exterior.

Production

The BMW Group has topped the Dow Jones Sustainability Index every year since 2005 as the world’s most sustainable automobile manufacturer. Rather than become complacent, we were motivated to create new standards: the energy-intensive carbon fibre manufacturing process was set up in Moses Lake, USA, because it can be operated there using clean energy from one of the world's largest hydroelectric power plants – the Grand Coulee Dam. The BMW i plant in Leipzig is also fully powered using electricity from 4 wind turbines installed specifically for that purpose on the plant premises. In addition, the energy consumption required to produce the BMW i3 in the Leipzig plant was reduced by 50 % and water consumption by as much as 70 %.*

*BMW i3 production when compared to the industry-leading BMW Standard.

Use
In order for these electric cars to be both extremely agile and remarkably efficient, an intelligent cooling system keeps the battery at its optimal operating temperature at all times. BMW i drivers can also activate exceptionally economical driving modes at the push of a button which extend the range by around 30 % to almost 200 km.*

Consistent sustainability means that even CO2 emissions resulting from the production of components, the vehicle itself, and the production of electricity are significantly reduced or eliminated. This is why BMW i is working with sustainable partners including renewable energy producers to make electricity from renewable sources easily accessible to BMW i drivers.

*depending on individual driving behaviour, calculated in an internal BMW power consumption study.

Recycling

How can electric components be recycled most efficiently? By reusing them. There are many ways to repurpose the high-performance lithium-ion high-voltage battery from a BMW i vehicle after its use: easily and effectively as intermediate power storage in solar wind power systems, for example.

BMW i is also a pioneer in the processing of carbon fibres and their recycling. For the BMW Group, remnants from carbon production and the production of carbon components are valuable materials that are either channelled back into the production process or reused in other areas.

But even that was not enough for us, so 95 % of the materials used to produce a BMW i3 can be recycled!

Source: http://www.bmw.com/com/en/insights/corporation/bmwi/sustainability.html#recycling

Raw Concept for our Movie and Campaign! Yes!

Working out concepts part 2 (19-02-2014)

Working out Concepts with the Team 18-02-2014

Research

Innovation (Nil)

BMW wants to reduction in emissions and maximisation of product safety ( BMW is working to obtains a completly emissions free vehicles. They are only of eficcient Dynamics Programe.

Innovation for our responsability:

- Completly emissions-free vehicles

-Prevent accidents (with safety features) and mitigate their affects (with passive   

safety sistem)

-Resource-efficient prduction and hight recycling and resuse standard that close

the materials cycle as much as possible. (drive now car-sharing service)

Efficient Dynamics Programe:

-Integrate innovative, eviciency-enhancing technologyes in to all BMW models.

-Improve fuel efficiency by gradually ellectrifying drive trains and producing

comprehensive Hibrid solutions.

-In the long term, vehicles powered by cells/Hidrogen technology could be a

further potential solution for local emissions-free driving.

http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/verantwortung/svr_2012/produktverantwortung.html

Inovation with Group Dialoge

BMW is working with diferent Stakeholders around the world.  BMW Group promotes the exchange of ideas at global multinational level. BMW Guggenheim Lab is a tink thank that is scheduled to stop in on fewer than nine megacities worldwide over the next six year.

BMW have 14 research centrums arround the world: http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/forschung_entwicklung/netzwerk/standorte/index.html

http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/verantwortung/whats_next/null_emissionen.html

http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/verantwortung/svr_2012/umweltschutz.html

Demographic change

BMW is investigating how what can be more efficient older workers. Come to an aging population, They believe that instead of a problem can be an opportunity.

http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/verantwortung/whats_next/demografischer_wandel.html

Sustainable movility

http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/verantwortung/whats_next/nachhaltige_mobilitaet.html

Only renewable energy

The objective of BMW is to run factories only on renewable energies.

Thay wants approach to steadily save energy and increase the percentage of renewable energies we use in production:

(Examples of that volunty)

-  The BMW plant in Rosslyn, South Africa uses more than 70 solar collectors on its roof to supply most of the hot water it needs in its paint shop.

-  And in Munich they use solar energy to generate electricity – with some 3,660 photovoltaic modules mounted on the roof of the BMW Welt.

-  In the Research and Innovation Centre in Munich we recover the brake and heat energy from our engine test benches. In this way they can save 4,500 megawatt hours of energy per year – which is equal to about 3,500 tons of CO2.

-  Changing the settings on their employees’ PCs they have saved around 27,000 megawatt hours a year – the equivalent of 13,500 tons of CO2.

-The plants in Spartanburg and Leipzig are currently testing the possibility of using wind energy to generate electricity – while the Dingolfing plant plans to use biomass for heating purposes.

They are working to the day that all of your energy requirements from renewable sources.

Recycling

All over the world the BMW Group has taken measures to reach the 100% goal by recycling waste as well as avoiding it in the first place:

(for example)

-  They return all scrap from our press shops directly to the steel producers – so that they can melt it down to make new metal.

-  They use less and less wax and film to protect the surfaces of your new vehicles during delivery by using closed freight cars for rail transportation.

-  At the Leipzig plant they filter tiny metal pieces out of vacuum cleaner bags – so that these can be reused later.

The same approach also applies to conserving water.

(for example)

BMW engine plant in Steyr in Austria they generate zero liters of process wastewater. A closed water cycle and complex filter systems ensure not a single drop is wasted.

http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/verantwortung/whats_next/recycling.html

The Smarth Cars

Connectivity to web servers, Real-Time Traffic Information in combination with a networked navigation system, the integration of vehicle-specific apps with mobile end devices, the BMW Head-Up Display or the Emergency Call function – these and other features of BMW ConnectedDrive offer drivers everywhere a host of incomparable mobility services.

The consolidation of onboard (services in the vehicle) and offboard contents (information that is computed externally and sent to the vehicle as needed) is progressing at a rapid pace in the automotive segment. The automobile is actually becoming a mobile Internet exchange point. The software required for the man-machine interface is developed internally by the software engineers of the BMW Group.

IN CONCLUSION

BMW wants reduce the climate effects of their products, production and selling with renewable energy and the recicling.  Also wants to improve the work conditions of their most old employees and ask their opinion for improve their products and eficiency. Finally BMW wants improve the use of their products with smart conectivity.

Debriefing made by whole team 14-02-2014

Debriefing

Contact

Name	Surname	Phone number	E-mail
Nilish	Sitaram	+31 6 44183392	nilish.sitaram@student.hu.nl
Nil	Grau	+31 6 30691594	neelcat@gmail.com
Hyeongjin	Yoo	+31 6 17336976	yyys.yoo@gmail.com
Wendy	Plant	+31 6 30382368	wendy.plant@student.hu.nl

Goals
- Write down the problem in one sentence. The goal is free of solutions; there are no choices made yet as to how the goal is going to be achieved.

- An improved corporate mood film (and any additional resources / content) and a detailed and concrete plan for a cross-media approach to generate reach.

Assignment
BMW Group Netherlands is known primarily for its successful car brands BMW and MINI. However, BMW Group Netherlands also wants to position the group behind this brand in a powerful way . A group that contributes to the employment in the Netherlands ( MINI plant in Born) and has chosen the Netherlands for the launch of the all-electric BMW i3 . The organization invests heavily in innovation, service, customer satisfaction, sustainability, customer experience, showrooms etc. BMW Group Netherlands with students of this faculty worked through a competition on a corporate mood film to indicate the significance of the group in the Netherlands. This film is the starting point for this task . The question to the students is to enrich, deepen and improve it so that it is suitable for cross-media use . A corporate mood movie, Animations and other additions are welcome . What does the concept still need to make the ultimate movie with which BMW can generate maximum range. And also include the ideas for the cross-media campaign to launch this movie. Think out of the box . Which links with existing channels and resources are available ? And how can BMW Group Netherlands be digitally innovative and so show what the organization stands for?

Preconditions
-Use a clear Dutch perspective in your approach. This assignment is not about BMW global but about BMW Groep Nederland with its three brands BMW, MINI and BMW Motorrad. The mood film and the cross-media campaign are meant for Dutch stakeholders and the Dutch society.

-In the existing mood film all images taken from above are originally from the Dutch broadcasting organisation VPRO (Nederland van Boven). These parts from the movie have to be replaced with other type of license-free material (eg animations or drawings)

-The quality of the voice over in the movie is disapproved. Please find a alternative solution for the voice over (eg use text in the movie)

-The logo in the movie is manipulated. Please use the original BMW logo.

-The pay off at the end of the movie has to be: BMW maakt rijden geweldig. This means that the corporate statement “high performance door innovatie en vernieuwing” at the end of the movie has to be processed in the voice over or text of the movie

-Please put more emphasis on sustainability and BMW i3 (don’t combine the BMW 6-series with the topic sustainability)

-Other topics that are missing:
      - BMW Driving Academy in Zandvoort (theme: safety)
      - MINI Brandstore in Amsterdam
      - Future retail (totally renewed showroom concept with focus on satisfaction)

-Question to all the students: is it possible to use the cooperation between Hogeschool Utrecht and BMW Group Nederland to generate positive attention through social media and traditional media? Please take this into your cross media appraoch.

-The journalism students created 10 mood films in total. Some were good, some less. Maybe these movies can be used in the cross media campaign?

-The (international) cooperation/exchange is a sympathic initiative. Putting emphasis on it might be helpful to gain attention.

Competition
We compared BMW group NL to Audi. Audi has a long-term goal of achieving CO2-neutral mobility. In sustainability, this corporation also wants to achieve similar goals as BMW. Audi has its own series of hybrid and electric cars.

Who is the company
-BMW Group Netherlands (with the brands BMW, MINI and BMW Motorrad) is a 100% subsidiary of BMW AG in Munich.

-BMW Group Netherlands is the point of contact for the dealer organization in various areas (including marketing and sales) and has a supporting and advisory role.

-BMW is one of the leading brands in the automotive industry. The organization takes the lead in innovation and and is a frontrunner when it comes to customer care, services, sustainability and energy efficient transmission.

-BMW believes in the circle of performance. By investing in the right things, the organization can perform successfully. This results in extra funds for investment in innovation.

What needs to be made​​
BMW Group Netherlands wants to put emphasis on the company behind the brands. What drives the organization? What are the relevant activities and how does BMW Group Netherlands concrete contribute to society?

-An improved corporate mood film (and any additional resources / content)

-A detailed and concrete plan for a cross-media approach to generate reach.

What is the purpose of the assignment
To create more reach within their targetgroup, Corporate stakeholders such as employees, press, politics, customers, dealers, opinion leaders, partners, but also the general public

What does the client want to achieve with this assignment
Explain everything that makes BMW Group Netherlands stands for.

Who is the target audience
The target market of BMW is composed by people aged between 25 and 45years old, belonging to the upper middle class; generally, professional employees who hold leading positions in the corporate ladder. However, the target audience has significantly expanded after the European financial crises, which had lead European new car registration down to 10.8% in 2012 (Guardian, 2012) providing new opportunities of growth for the German manufacturer, which can now count on a broader market segment. The BMWGroup is now focusing more and more attention on the entry-level price sector in the market, producing models such as the X1, 320i, 1 Series and the new i3 (Marketline, 2013).

According to a spokesman of BMW i it is thought the largest target group for the i3 is business drivers in the Randstad. Eindhoven, being a technology city, also has a good chance for succes for the i3. Elsewhere in the country the i3 could be appealing to companies that have corporate ecological responsibility.

Conclusion:

BMW tries very hard to cooperate with their customers. By asking them what they think is good and what could be better, BMW continuously improves their services and products. BMW doesn’t take every customer and place them in a single group, but BMW looks at different needs in different countries.

Target audience fort his campaign
Corporate stakeholders such as employees, press, politics, customers, dealers, opinion leaders, partners, but also the general public

What is the distinctive product benefit
BMW Group is one of the few companies that continues to invest in research and innovation. Include the commitment to renewable energy, recycling and improving the working conditions of older workers. 

Research part 2: Audi (competitor)

Competition: Audi

Sustainability

Product

The focus of Audi’s commitment to corporate responsibility is in its core business: For example, the motto of “Vorsprung durch Technik” applies above all to the sustainability of the products. Audi has a long-term goal of achieving CO2-neutral mobility. The overriding objective in the field of product development is to steadily reduce CO2 emissions. Each new model should have significantly lower fuel consumption than its predecessor and thus also lower CO2 emissions. Already today, Audi supplies 112 model versions with CO2 emissions of less than 140 grams per kilometer and 41 models with less than 120 grams of CO2 per kilometer. The company places priority on taking a holistic approach: Audi analyzes the environmental impact of its products over their entire lifecycle – from the production of raw materials to manufacturing to driving to recycling. With certification of environmental impact, Audi will demonstrate for each new model series the improvements in this respect compared with their predecessors. The fuel supply chain is also relevant for a holistic analysis: Audi is performing pioneering work on the development of regenerative, climate-neutral fuels. The premium brand is currently putting the world’s first industrial-scale power-to-gas plant into operation in Werlte in Germany’s Emsland region. At this plant, Audi will use CO2 and regenerative electricity to produce e-gas, preferably from surplus wind energy. This synthetic methane can be fed directly into the natural gas network and supplied through natural-gas filling stations, to fuel the new Audi A3 Sportback g-tron for example. Driving with Audi e-gas is close to being climate neutral: The CO2, released on driving was previously taken out of the atmosphere in the production of the e-gas.

Environment

The holistic approach also includes ambitious targets in the field of Group-wide environmental protection: Step-by-step, the manufacturing process should become CO2-neutral and free of waste water. At the sites in Germany, Audi already achieved a target in 2012 that was planned for 2020: the reduction by 30 percent of carbon-dioxide emissions per car produced compared with 1990. The target now is to reduce emissions by a further 40 percent by 2020 compared with 2010. Audi’s production at its main site in Ingolstadt is already 70 percent CO2-neutral. 100 percent of the electricity used by Audi has been from regenerative sources since the beginning of 2012, which is a significant milestone on the way to CO2-neutral production: CO2 emissions in Ingolstadt are decreasing by up to 290,000 tons each year. Electricity from regenerative sources is used throughout the plant and not only for the production of certain models. Environmental protection has a long tradition at Audi: In 1995, Audi was the first premium brand to receive the EMAS certificate of the European Union for outstanding environmental protection.

Employees

Responsibility vis-à-vis employees has been firmly established in Audi’s corporate culture for a long time. That includes individual development perspectives as well as an attractive working environment. In 2012, the company’s management and labor council agreed on an employment guarantee for the entire Audi workforce until the end of 2018 – an important milestone for job security. To facilitate the optimal combination of career and family life, flexible working-time models are possible at Audi, such as part-time work, telework and sabbaticals. At the end of 2012, more than 2,400 employees were working part time, which is possible even for employees working shifts. The offer of flexible childcare at the miedelHaus in Ingolstadt is unique, and allows Audi employees to react at short notice to special situations such as business trips or holidays of other childcare facilities. In addition, Audi encourages the lifelong training and further training of its employees, promotes diversity and equal opportunities, and provides exemplary conditions for health and safety at work, such as the Audi preventative health check-up for example.

Society

As a successful company, Audi wants to give something back to society and to enhance the quality of life at its sites. For this reason, employees, management and labor council initiate numerous donation campaigns; in addition, many employees are involved in social projects through the “Audi a Matter of Honor” program. Audi also supports educational institutions and has cooperated for ten years with several universities, through the Audi doctoral student program for example. In sponsoring the arts and culture, the company ensures that the activities sponsored can be accessed and experienced by all. Looking to the future is also an element of social responsibility at Audi: The Audi Urban Future Initiative promotes an open dialog between experts of various subjects and cultures. The goal is to develop mobility solutions for the inhabitants of the megacities of tomorrow.

Operations

Through its value-based and forward-looking management, the Audi Group not only secures its long-term competitiveness, but also fulfills the various claims of its stakeholders. In this context, the company’s management has the strategic goal of qualitative growth. Group-wide risk and compliance management systems protect the corporate objectives against risks as far as possible. Audi also requires that its suppliers adhere strictly to the sustainability principles of the Volkswagen Group and the environmental and social standards described in those principles.

Hybrids

Audi hybrid models offer two things at once – impressive performance and low emissions. You can benefit from different driving styles and modes depending on your needs, ranging from all-electric and virtually emission-free driving, to conventional driving boosted by the electric motor to enhance performance. Currently hybrid engines are available in the A6 Saloon, A8 and A8 L.

Audi e-tron is a glimpse into the future

Audi e-tron takes progressive technology and blends it with everyday usability, to create the electric driving experience of tomorrow. For you this means premium mobility, a hassle-free drive that has its foundations in the superlative design you’ve already come to expect from an Audi. No more compromise. Easy to charge, highly efficient and a significant step towards our vision to be CO2 neutral, Audi e-tron gives you the flexibility to choose to drive with just the combustion engine, just the electric drive, or in hybrid mode with both.

The Audi A3 Sportback e-tron, the latest in the e-tron range, is due to hit the road in 2014.