The movie revealed a new image for James Bond, and a new style of BMW sports car. Later, the agency used Internet videos to stimulate interest in the vehicle, a revolutionary idea in 1999. The commercials told a story, and as with so many of Fallon Worldwide's creative campaigns, getting consumers interested in the story of the product is critical to generating buzz and interest. Fallon was intent upon not redoing the old 'racing car' and pumping music commercial format.
Another interesting example is the campaign to launch Lee Jeans. This chapter is used to illustrate the principle of trusting one's focus group, stressing what teens liked about the jeans, and using iconic 'retro' images in the advertising. The important thing is not to spend as much as you possibly can on marketing and to reach everyone, but to use that marketing wisely, and place advertisements in a strategic and eye-catching fashion. Because teens are so interested in what their friends...
Teens want shopping to be fun, interactive -- and understanding teens meant deemphasizing stale television ads and experimenting with things like free text messaging during unannounced 'gift' hours through Virgin Mobile (Fallon & Sean 131).
It is not being everywhere that counts, but reaching the right consumers in the right way, that makes sales skyrocket. Going against conventional wisdom that having a presence in magazines and television was necessary, to keep pace with American competitors, BMW sales climbed after Fallon made it a first-mover on the Internet, with short, catchy movies targeting BMW's core constituency. Giving the consumer what he or she wants -- whether it is convenience, trendiness, exclusivity, or value -- is what is important, not being things to all people, or being everywhere at once.
