4 - Internationalist
4 - Internationalist
4 - Internationalist
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“Certainly we have seen a greater consumer interest around the<br />
world with green issues in the automotive segment. …Our challenge<br />
was to demonstrate both that efficiency and the extraordinary<br />
performance associated with the brand.”<br />
Anja Jung, Group Head Communication Consulting<br />
Carat Global Management, Ismaning Germany<br />
anja.jung@carat.com<br />
We like to refer to this as ‘exhilaration without excess.’<br />
In the ad here for the BMW 5Series, we are<br />
demonstrating the benefits of BMW EfficientDynamics.<br />
In addition to innovations like as High Precision<br />
Injection and Brake Energy Regeneration, we are<br />
continuing to show how BWM also improves efficiency<br />
and reduce CO 2 emissions. Plus we are already<br />
developing the technologies like BMW ActiveHybrid<br />
and BMW CleanEnergy.<br />
Certainly German consumers are among the more<br />
green-conscious citizens in Europe.<br />
Are more environmental messages and<br />
associations appearing in mainstream marketing?<br />
Have Corporate Social Responsibility issues migrated<br />
into advertising?<br />
Michael Dunke, Universal McCann: That’s definitely<br />
true in general-Germans are environmentally concerned and<br />
CSR messages to do seem to resonate. Energy or chemistry<br />
companies especially have recently ‘discovered’ their ‘love’ for<br />
a green environment and for social responsibility.<br />
Luc Samama, DAVINCI SELECTWORK: Green is<br />
obviously a huge subject for the automotive industry,<br />
although I also see the theme of safety starting to gain<br />
more momentum. Certainly this well-known “green” ad<br />
for Mercedes sums up the consumer interest in<br />
contributing to better environment. Consumers in<br />
Germany and the world over are becoming more<br />
media-savvy. Now that broadband internet access is<br />
becoming a norm rather than the exception, it is<br />
estimated that 80% of Mercedes’ customers are<br />
using the web to get information on the brand, its<br />
products and its environmental benefits.<br />
Anja Jung, Carat: Certainly we have seen a greater<br />
consumer interest around the world with green issues in the<br />
automotive segment. BWM has consistently been effective in<br />
reducing CO 2 emissions; in fact, about 40% of European<br />
BMW Group sales already fall below the 140 g/km mark for<br />
CO 2 emissions. Our challenge was to demonstrate both that<br />
efficiency and the extraordinary performance associated with<br />
the brand.<br />
www.internationalistmagazine.com<br />
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