Joy is…


From the blog

Joy is...

Posted 21 September 2009 14:12 by martin
[cue video, music, and voice of Sir Patrick Stewart…]


That's who we answer to.

Joy is youthful.

Joy inspires works of art.

It is collectible.

And shapes the future.

Joy has a fan club.

It's contagious.

And it can even be counted.

Joy is efficient, dynamic and unstoppable.

We realised a long time ago that what you make people feel is just as important as what you make.

And at BMW, we don't just make cars.

We make joy.

[cut to message on website]

“On the back of this three-letter word, we built a company.  We don't just build cars.  We are the creators of emotion. We are the guardians of ecstasy, the thrills and chills, and all the words that can't be found in a dictionary.  We are the Joy of Driving.  No car company can rival our history, replicate our passion, our vision.  Innovation is our backbone but joy is our heart.  We will not stray from our three-letter purpose.  This is the story of BMW.  This is the story of joy.”

What do you think users?  Should we emulate this approach to marketing?

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  1. Jagdish Patel says:

    September 27th, 2009 at 9:32 am (#)

    NO! Dear god Jamie the BMW advert is not the way to go forward….this 1 min advert is the ultimate con! Yes it does exactly what BMW want it to and is a perfect piece of marketing – it sells the consumer the idea that BMW alone has a monopoly on “joy”! It is very clever. But we all know that simply owning something doesn't change anything in your actual life – it's what you do in your life that counts. I own a car and I use it to go places. But at the end of the day it's a car, onwing it doesn't make me feel joy!! It's not a part of my being, it's not a part of my soul and it's not what makes me who I am! This however is NOT the way that the majority of consumers think. But you and the team have to decide which way you want to take I think your aims are great, is not a con, it's for real, it's everyday, it's for life! Please don't take this the wrong way, I know you are a business and you need to grow and make a profit, but what is your driving force – profit or mission? Obviously marketing is key to this. I discovered you by seeing your name on the Community Channel which is why I looked you up online.
    Kind regards,
    Jag 🙂

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