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.
- 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?
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.
-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)
- 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.
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?
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
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.
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).
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
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.
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.
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