Don't Be Constrained By The Box

Outside the box thinking is a powerful source in advertising. One of the best examples is demonstrated by BMW. While in competition with other car brands (i.e. Lexus from 2001 - 2002), BMW launched a short series termed "The Hire." These short films were found online with Clive Owen as the driver-for-hire. Of course no short film is complete without big-name directors such as Ang Lee and celebrities such as Madonna.

Outside the box thinking is dynamic:

1. BMW sales increased by 12% (putting them ahead of Lexus)
2. Saved $$$ in terms of media placement 
3. Reached a wider audience
4. No complaints over content; although, as 'advertisements', there could have been issues
5. Action, action, action! Audience felt like they were watching a movie with names they recognize while being entertained by an impactful storyline. Like a short film featuring a BMW vehicle. 
6. ASC did not pull the short films 

The campaign was incredibly successful and a brilliant marketing move.  By relocating costs to production spending, BMW created high-quality advertisements with good music, legendary directors and famous celebrities. There was no guarantee that this tactic would pay off, yet with this campaign, BMW became more successful than their competitors at the time.

This spawned the creation of more short films in the industry. For example, Nike delivered a "Nike's Originals" series similar to BMW's "The Hire." The difference being that Nike repurposed the content to empower young women to get active.

 It is important to think beyond the constraints we find ourselves in daily. BMW took a risk in spending most of their $$$ on production rather than media placement. Without meaning to, BMW began a trend towards short series as opposed to standard advertisements.

In reviewing their success, BMW launched another short film starring Clive Owen and Dakota Fanning 15 years later featuring the All-New 2017 BMW 5 Series!

Check it out below:

Click Here to see more of BMW's "The Hire"