Best Automobile Rich Media Online Campaign

Diesel technology is a green technology. Most American’s didn’t think so however. The benefits of diesel had been lost to common held myths about the fuel – that it was dirty, noisy, and outdated. BMW needed to debunk these myths. Our target consumers were high wealth 35-50 year old males who are environmentally interested. Due to the economic climate, however, our target was conflicted between environmental responsibility, financial responsibility and their desire for a high performance vehicle. BMW’s goal was to eliminate these barriers in order to make BMW Advanced Diesel more relevant than ever. They first did this by debunking the environmental myths around diesel. But, in the 2009 economic climate, changing environmental perceptions alone would not drive someone to purchase a BMW. BMW had to show that there were economic advantages of diesel. Diesel could have a positive impact on your wallet and the earth. To drive the economic benefit home, BMW offered a $4,500 eco-credit to offset the perception of a price premium. By doing so, BMW eliminated the barriers to purchasing a diesel.

Contributors:

Patrick McKenna:	BMW North America, Manager of Marketing Communications
Aric Cheston :	Dotglu, Creative Director
Anthony Monahan :	Dotglu, Associate Creative Director
Marc Hartzman :	Dotglu, Associate Creative Director
Hilary Hudgins:	Dotglu, Senior Copywriter
Cory Galster:	Dotglu, Art Director
Daissy Vicuna :	Dotglu, Senior Producer
Megan O’Connor:	Dotglu, Associate Delivery Manager
Richard Coughlin :	Dotglu, Group Account Director
Socrates Papazoglou :	Dotglu, Account Supervisor

DOTGLU/KBS+P

Location: USA