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.
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