Is the brand ready for the digital-age?
BMW has debuted a new flat logo it claims is better-suited to the digital age.
The logo is being used for — as a new method of communication — is crucial in setting out BMW’s ambition to become a relationship brand.
What is a “relationship brand” — and how does a car company transition into being one? 'We need to benchmark with our customers’ lifestyles,' BMW says, 'for example, the effortlessness of services like Netflix. — We need to be prepared to be the same: seamless and always on.'
This news gives us an opportunity to showcase an older project we did for the brand.
E J J I was asked to create the music & sound design for an international after-sales campaign showcasing BMW's rims and tires collection.
Developing the sound
The campaign features three different BMW's, as well as three examples of their target audience.
From sportive, to outdoor to corporate: We all know BMW as a brand, and where they stand for.
For this campaign, the objective was to target on the sportive and outdoorzy BMW driver. Because of the custumisability-needs from the sportive driver, as well as the off-the-road-necessity for custum rims and tires...
We worked with the idea that the campaign needed a pop / band-song that was mainstream, but felt like it had an edge. We recorded an Indy guitar song with a slightly distorded Rickenbacker-bassline, to give the song a roadmovie-quality.
The overall result feels energetic and free, and communicates a feeling of pride and being in-charge-of-things.
- BMW Song