BMW Korea and ad agency INNORED released a heartwarming ad featuring three young boys getting to drive for the first time. The boys are first seen speaking about their love for cars and their dream to be racers. They get a chance to visit a dealership where they are caught off guard when a rep offers to let them test drive a car on their own. The boys loved the experience of learning to drive.
The commercial ends by stating that these young boys will drive on the roads one day and states that BMW brought joy to people these past 100 years and will continue to bring joy to people for the next 100 years.
BMW Korea's commercial targets middle-aged male consumers, to remind them of their childhood love for cars. Through the ad, the automotive company is also building long-term brand loyalty with young men.
Kid-Driven Car Ads
BMW Korea Got Little Kids to Drive a Car Around a Race Track
Trend Themes
1. Youth-oriented Car Ads - Car companies are appealing to younger audiences as future drivers and potential long-term customers through emotional advertisements featuring children driving their vehicles
2. Memory-driven Marketing - By tapping into consumers' nostalgia and sentimentalism for the joys of driving, car companies can establish deeper brand loyalty and emotional connections with their target audience
3. Personalized Test Drives - Offering customers the opportunity to take personalized test drives, such as allowing children to drive on a race track, can create memorable positive experiences and promote stronger brand recall and loyalty
Industry Implications
1. Automotive - Car manufacturers can differentiate themselves from competitors by appealing to younger audiences with more emotional and personalized marketing strategies
2. Advertising - As car companies increasingly focus on youth-oriented marketing, ad agencies can create more impactful campaigns that tap into consumers' personal memories and aspirations
3. Entertainment - Companies that provide entertainment and educational experiences for children, such as theme parks or museums, can partner with car manufacturers to offer unique opportunities for children to learn about and interact with vehicles in a fun and engaging way