For many Americans, BMW has been defined as the leader in luxury automobiles. Much of this has been reinforced through heavy general market advertising. However, there had been no Asian targeted marketing at Tier 1 and Tier 2 levels. We were given an opportunity to change this when we were tasked to develop a creative and strategic marketing plan for closing the gap between BMW and its competitors in the top Asian areas.
After identifying Chinese Americans in Los Angeles and the San Francisco Bay Area as our target, we employed the most popular and effective media platforms for our audience including TV, radio, and print. Drawing upon the strong work ethic and prudent decision making of many Chinese Americans, the creative messaging in our ads revolved around a bold and empowering statement: “You earned it”. As a result of our tactical approach and culturally relevant ad copy, we exceeded our media impressions goal and reached over 4.1 million impressions during a 2-week campaign.