Branding Blog

Bringing Joy to the World

The BMW brand stands for Joy. Owning or driving the ultimate driving machine simply yields “Sheer Driving Pleasure”, evoking the emotion of Joy. This has been their single minded goal since their exit from competitive Formula 1 racing at the end of the 2009 season. That was about the time the Joy campaign was launched. Hinged on the two pillars of Efficient Dynamics and the aesthetic design of BMW vehicles, the story of Joy has been spreading across the world ever since.

Auto Bavaria, the country’s longest established distributor of BMW, Mini and Motorrad vehicles, picked up the slack and formulated their own strategy right after the Joy campaign was launched and rightly claimed the tag of Delivering Joy. Here is some of the work we created with Auto Bavaria to deliver joy to BMW owners in Malaysia since 2009.

Auto Bavaria stands for delivering what the BMW brand personifies; pure, unbridled Joy.

So what do you stand for? What’s your story?

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