BMW 7 Series

Compares the creative performance of two BMW newspaper ads.

Summary

  • Research looks at the ‘3 Series’ and the ‘7 Series’ newspaper ads.
  • ‘3 Series’ execution’s impact on brand equity is in line with averages, with differentiation directionally looking strong.
  • This execution makes a strong emotional connection, as evidenced by significantly above average scores on two Automotive diagnostics
  • The ‘7 Series’ works very well on the level of differentiation, which is significantly up vs the average
  • 7 Series ‘pride’ score is the highest in the survey and one of the few models to be significantly up on a number of diagnostics. A highly desirable car.
  • The 7 series ad also creates strong emotional connection, over three times the average.

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