There is always a kind of impression that makes you indescribable

This year is BMW's fifth year of joy.

On the evening of September 21, the Beijing Olympic Boulevard was brightly lit and crowded. If the grand scene of Zhang Yimou’s style in 2012 and the “light of inspiration” in 2013 are vividly remembered, this year’s interactive scene of three separate entities’ setting stages once again subverted people’s understanding of the joy of BMW. .

Many people have been asked. Few people know what the joy of BMW is, but those who participated in the activity clearly felt it.

This is a way of advocating free definition of brand promotion, but it is also a problem that has plagued BMW for many years.

The "China Pass" Puzzle for BMW China

With distinctive characteristics and numerous fans, BMW, one of the most successful auto brands in the world, has been enjoying the troubles of happiness since entering the Chinese market in 1994. On the one hand, it has grown steadily, but on the other hand it has been misinterpreted. The brand image, when BMW is understood as “Do not touch me”, when BMW owners become synonymous with “rude” and “upstart”, it seems that people have gradually forgotten the “driving pleasure” BMW has been proud of.

The change originated in 2010 when Shi Dengke, the then president and CEO of BMW Greater China, chose to use the Chinese characters that are more acceptable to Chinese consumers based on BMW's recently released global brand strategy "JOY IS BMW". It also hopes to reverse the "prejudice" of Chinese consumers for BMW.

So from April of that year, BMW's advertisements incorporating elements such as landscape paintings, Beijing Opera masks, and China Print began to appear in China's streets and alleys, and its core is a brand new font “Yue”.

Compared to the arrogance of “Joy is BMW”, BMW’s pleasing appearance is much more agreeable. Obviously, this is a more avid way to explain the complete connotation of BMW brand to Chinese consumers, and it is also more conducive to Chinese consumers to emotionally accept BMW. This may be the original intention of Stangenko.

However, it is a big problem how to make this kind of touch affect the soul.

In fact, when everyone saw BMW saying “Wish”, few people could understand what it was. Some people even thought BMW’s pleasure was the name of a car. Until today, you can still Baidu searched for posts that were similar to "How much money BMW sold."

Therefore, at least a few years ago, this seems to be difficult to spread, difficult to penetrate, and difficult to define.

Breaking the question: No longer speaking, only need to know

There are a thousand Hamlets in the eyes of a thousand people, so is Yue.

In recent years, the BMW China team apparently gave up on the definition of BMW's pleasure, but tried to pass through the scene. To cut the definition into pieces, let the participants perceive their own puzzles, and finally to restore BMW's pleasure, which became the choice of BMW China.

This is a workaround, and it is not necessarily a solution.

On July 14, 2012, the Carnival of BMW Olympics was staged in Beijing. That night, Sheldon rode the nostalgic 28-year-old bicycle on the stage of the Bird's Nest and spoke with the Chinese legendary volleyball woman Lang Ping to speak about the Olympic spirit. Through the Olympic Games, BMW not only brought a more direct brand experience to Chinese consumers, but also made BMW more quickly integrated into Chinese society. This feast was created by the opening and closing ceremonies of the 2008 Olympic Games. People are impressed.

The 2013 BMW Grand Festival moved to the Shanghai World Expo. This feast with the theme of "inspiration for happiness" aims to demonstrate BMW's unparalleled creative ability and aesthetic design. On the main stage, the "JOY" is composed of characters such as "China," "Innovation," "Art," "Yue," "Aesthetics," and "Sports." This brings up the unlimited imagination of the audience and takes this opportunity. The world’s first brand experience center was officially opened in China. At the end of the event, the giant lights named “BMW Inspired Light” lit up in the brand experience center, and the light beam was still clearly visible several kilometers away. The Expo Pavilion China Pavilion became the most dazzling landmark in Shanghai.

Sublimation: The joy of BMW is defined by you

If it is only promoted by BMW, the spread of Yue will become difficult. After all, not everyone can come to the scene to experience, nor can everyone feel the mood from a "pleasure" word.

Yuet can not become the minority's exclusive, but it should be the majority's proposition.

From this year on, BMW's ambition has become more open. More people can participate in it and use their own feelings to experience a full-blown scene.

Unlike the previous two years, BMW chose to form an interactive site with three independent physical setting stages at this year's Yuesheng Code.

After a micro-movie about BMW's dreams, BMW began to tell the car owners' wonderful memories: Under the lights, different faces, different identities, but together described many stories, they tell about love and time, they tell During the encounter and passing, they engraved with BMW a certain moment of glory, or passion, or romantic warmth.

“In the fierce development of new media, the true story of every BMW owner will show the unique charm of BMW. And every share of these people will also be the best endorsement of BMW brand.” Vice President of BMW China Market Mei Xiaoqun said.

Conclusion: valuable for hardship

It is hard to imagine that such a difficult pursuit and proposition will always be maintained. Even if there is opposition in the middle and there are misunderstandings, this concept has been discussed for 5 years.

It will be difficult to determine whether the future will continue. The environment facing the BMW brand today has been very different from five years ago. Whether or not there was an urgent urgency is a question mark. This question mark directly gave birth to a question: Is there still a need for insistence?

But persistence is always worthwhile. Because of persistence, BMW's communication has become more emotional and has become more open. This is the inspiration and breakthrough that this difficult proposition has brought to the entire BMW China team. Because of the difficulties, they were allowed to make breakthroughs. And this breakthrough in thinking, in the days ahead, even if it is no longer an interpretation of the joy of BMW, in the use of other communications, it is also precious experience.

Of course, we also expect that Yue Shengdian can continue to inspire more Chinese consumers to also examine their own feelings and follow their own feelings. In order to feel like this, BMW insists that no matter how many difficult.