Tuesday, October 30, 2012

BMW: to Russia with Love.

BMW takes a page from Steve Jobs' ad manual in it's latest web campaign in Russia. In 2010, selling the iPad as Magical, Beautiful, Amazing, Steve Jobs started focusing on emotional response rather than technical features of a hi-tech product. In 2012, BMW sells its car claiming (in Russian) "We Invent Emotions."

In short, ad campaigns hack into human brains, presenting consumer goods as live objects that feel right. We no longer talk about features and benefits. It's all about feelings. 

tags: social, emotion, psychology, advertisement, distribution, control

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