3foldComm

Advertising campaigns are, for the most part, lazy. When Americans see an average of 3,000 advertisements a day, how do you move beyond number of impressions to making real connections?

One company using this advertising-with-meaning endeavor well is BMW. With their BMW Performance Driving School, the auto maker demonstrates a true understanding of its customers, and its own brand.

“At BMW, we possess such a profound belief in high-performance driving—and the driver’s right to experience every heart-pounding moment of it.”

The $12 million BMW Performance Driving School Delivery Center and BMW Motorcycle Rider Training, teaches customers how to enjoy “the ultimate driving experience” with a mix of low- and high-speed driving exercises in the latest BMW models. Never a huge fan of BMW myself, even I fully admit this just sounds like fun!

Essentially, this type of campaign connects the brand with an enjoyable experience. For people who, like me, may never have considered buying a BMW…but may now, how valuable is that connection?