An Expression of Joy

We ran across this campaign for the BMW Z4 roadster several months back, when a gatefold of the "making" of the ad popped out of an over-crowded magazine. The premise was dazzling, the setting was cool, the product was slick but not overhyped, and the characters were top-shelf (Dennis Hopper was part of the concepting team).

Through a combination of print, :60 and :30 second spots, a feature on HD Network, and a slick affinity site, www.expressionofjoy.com, BMW's created an uber-cool, ultra-hip brand identity campaign that really engages and promises to keep people's radars up for the Z4 if they're ever in the market for one.

Wanna sell more stuff? Do direct response. But also find a way to tell a story and make your product/service/widget the center of attention in a non-cheesy sales-ploy kind of way. If you build it ... and it's cool, people will come. And they'll engage with your brand. It's up to you to get them to buy after that, but you'll have a much easier time of it than you would if they hadn't hung out with you for a while.