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Web Film

BMW: The First Drive


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Initially, BMW was only perceived by the Korean consumers as an imported car brand with extraordinary performance. The level of awareness of the brand’s promise called “JOY” was not high. Thus, Innored Korea set the goal to communicate the clear and definite true nature of BMW to consumers and deliver the message of JOY. In order to deliver the value of BMW as the clear and definite essence, the experience of seeing and touching is essential to the consumers.

A JOY, which is the core of the brand, stems from the emotional domain through the experience. We believed that the children of the present are the hero who will live next 100 years and the biggest potential customers who can implant the good brand awareness. Therefore, we found children who like cars and have the dreams regarding cars. They have a common dream of driving cars when they reach adulthood. We decided to help them quickly achieve and experience this dream by giving them the opportunity to experience the JOY of BMW. From the time in the driver’s seat until the finish of the driving and coming out, they can experience the pleasures and delights of their own JOYs.
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All INNORED Associates

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