I think what BMW are doing at the moment is great, they have positioned themselves on their website as "the creators of emotion" they have stopped trying to sell cars and are selling the experience of owning a BMW with their JOY campaign. It makes it feel like owning a BMW makes you part of a special club, and it's more than just a car, it's almost a way of life. The websites great too, I especially like the loading page and following copy here: http://www.bmw.co.uk/bmwuk/experience/?experienceKey=JOY
Its just beautifully put together and reflects the quality of the brand, the video is on there too, its a little cheesy if anything, but I think its a great campaign leading on from the giant paintings that were done with cars driving on canvas a while ago. BMW are doing some great campaigns at the moment. It's nice to see!
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