BMW South Africa: We Are Generation Joy

The significance of ‘Joy’ for the next generation is a choice, not just a feeling. This is the strategic insight borne out of Wunderman Thompson SA that informed the manifesto of the latest BMW brand campaign. Targeting new luxury consumers, mostly millennials and GenZs, the campaign aims to drive growth in a declining premium segment and establish relevance for #NextGenJoy. The campaign’s #NextGenJoy positioning conveys a bold and meaningful joyous movement. It challenges the world to see an expanded definition of joy. Choosing joy is seen as an act of resistance in a world filled with so much pain and trauma.