Did You Bring Joy to Work today?

[SCOTT27]

Did You Bring Joy to Work today?

JOY IS BMW - Suntec City - Singapore

BMW JOY 3D: Asia's 1st Interactive 3D Building Projection

BMW has always been innovative when it comes to its marketing and this trend continues with the BMW JOY 3D Interactive 3D Building Projection. Watch this video as BMW transforms office buildings in Singapore from a symbol of work, into a symbol of Joy.


YouTube - BMW JOY 3D: Asia's 1st Interactive 3D Building Projection

 

[Giannis]

Ha! Good one! I guess there was a projector used, that was on an opposite building?

 

[Betty Swollocks]

Great idea! Shame it uses such a weak concept. "Joy". "Joy is BMW". "Joy is efficient dynamics". No it's not. 'Efficient dynamics' is just a tag line through which to make BMW relevent in today's fuel economy focused world whilst also hinting at driving satisfaction. "Joy" it is not. Why use such meaningless slogans? Who gets joy out of saving fuel? It's just a necessary evil, and quite rightly so, but "joy"?

 

[Giannis]

Joy to your wallet

 

[Kowalski]

Nope. I had to fire someone today.

 

[Sayyaaf]

Great idea! Shame it uses such a weak concept. "Joy". "Joy is BMW". "Joy is efficient dynamics". No it's not. 'Efficient dynamics' is just a tag line through which to make BMW relevent in today's fuel economy focused world whilst also hinting at driving satisfaction. "Joy" it is not. Why use such meaningless slogans? Who gets joy out of saving fuel? It's just a necessary evil, and quite rightly so, but "joy"?

Betty, why the hell you are so negative about anything ? can't you just enjoy the video ?

Scott:

 

[Mr Robert]

I'm warming up to it. Maybe because in Sweden, the Joy campaign has just been an evolution of previously used marketing, especially the the word "körglädje" which is the same as "freude am fahren" or "the thrill of driving". Today, it is used like "the thrill of driving is BMW" or "the thrill of driving tomorrow too", at least that is how we get it here, but ib Swedish, of course. We have had no change in the semantics.

 

[hoffmeister_fan]

Last time I brought joy to work, I got a call from Human Resources and had to take sexual harrassment seminar. That was the end of joy at work.

 

[Betty Swollocks]

Betty, why the hell you are so negative about anything ? can't you just enjoy the video ?

Scott:

I'm voicing my opinion, which I am entitled to do. In case you missed it, my first words were, "great idea!". Note the exclamation mark. I, however, think it is undermined by the sheer effeminacy of the slogan "joy".

Kindly stick to discussing the topic rather than "what" or "how" I am.

 

[Sayyaaf]

Yes you are right Betty. Sorry. But my friend, I always sense a negative vibe in your posts and that's what bugged me. I guess you are the kind that is tough to satisfy

Sorry again.

 

[braaf]

Great idea! Shame it uses such a weak concept. "Joy". "Joy is BMW". "Joy is efficient dynamics". No it's not. 'Efficient dynamics' is just a tag line through which to make BMW relevent in today's fuel economy focused world whilst also hinting at driving satisfaction. "Joy" it is not. Why use such meaningless slogans? Who gets joy out of saving fuel? It's just a necessary evil, and quite rightly so, but "joy"?

Joy is what you make of it.

 

[Betty Swollocks]

Yes you are right Betty. Sorry. But my friend, I always sense a negative vibe in your posts and that's what bugged me. I guess you are the kind that is tough to satisfy

Sorry again.

To be completely honest with you, when something is genuinely worth praise I find it a bit pointless to post amongst all the other overly eulogistic posts from the fanboys. It's nice to have a bit of balance on the forum and I find I naturally take it on myself to keep the "enthusiastic" posts in check.

BMW have many good points, but of late it seems their weak points have been of most concern to me (i.e. M).

 

[hoffmeister_fan]

Now that I've actually seen the vid, I say it's pretty trick advertising. A somewhat avant-garde approach that exemplifies the brand pretty well. A good way to engage an audience in the "revolutionary" approach BMW is about to take, what with its Efficient Dynamics, City car, electric powerplants, etc.

That being said, I always say the best advertisement is the product you sell. I long for the days when you just saw a 5er tooling around a road, and it just ended with the tagline "The Ultimate Driving Machine." It wasn't complete hyperbole, but it was simple and effective. Maybe marketing trends are different in other parts of this world versus the States, and they probably are. I do wonder how effective this mode of advertisement in getting in the minds of new potential customers....Scott, maybe you can shine some light on this since I have zero marketing experience. Maybe I'm somewhat archaic, skeptical, cynical, or some combination thereof, but it does make me wonder how much say the engineering dept. has versus marketing dept. in the Bavarian offices these days.