The Road Home
We posted the video, produced by BMW, a couple of days ago, which is entitled “The Road Home”, on our Facebook and Twitter entities. The film is also available on YouTube and is gaining some notoriety worldwide.
The bulk of the visuals within the video come from the employees of BMW’s communications agency, Kirshenbaum Bond Senecal + Partners. According to Luxury Daily the agency asked upwards of 50 of their employees to film their own personal journey to their homes or hometowns they took over this past Thanksgiving break. And it is those clips which are used in the final product of “The Road Home”.
Through our previous blog posts, we have written about an organization called The Strategic Vision Group which focuses on the psychology of the potential car-buyer and that person’s wants and needs and what might be their comfort level when it comes to their automotive needs. The group also continues to study the actual car-buyer and has devised a scale which reveals the amount of psychological or emotional need of the buyer that is met, after the actual purchase.
When it comes to this film, there is certainly an emotional connection BMW is trying to make, (and I have to say they are successful) with not only the potential buyer but their current owners. The holidays are the gold standard when you speak of emotional recall of certain events or people and places that have meaning in ones life and when you couple that with a world-class vehicle, the combination is unbeatable. And the awesome aspect of this film is the emotional pull is not manipulative, and the presence of the BMW automobiles is not overbearing. A finesse game, if you will, and very effective.
You will begin to see this video being played during upcoming telecasts of college and professional football games. You would have most recently seen it during the broadcast of NFL’s Sunday Night Football this past week and as the college bowl season heats up so will the rotation of the video. The goal, according to Stacy Morris, corporate communications manager of marketing and culture at BMW of North America, “BMW is not only targeting our drivers, but anyone who can relate to traveling home to be with family and friends for the holidays and knows that wonderful feeling of being together with loved ones during this time of year.”
Come see us and our showroom and let us know what you think of this new effort by BMW to reach out to the public and their emotional connection to the holidays and automobiles, Let us know about your recent trips or trips you have taken.