Table of Contents

1.0 Executive Summary

2.0 Introduction
3.0 Analysis
4.0 Evaluation and Recommendations
5.0 Conclusion
6.0 References
1.0 Executive Summary

2.0 Introduction
Competition between brands and a friendly banter online isn’t uncommon. Recently,
the trolling between two prominent car companies went to a whole new level when
BMW hired an actor resembling Mercedes Benz CEO Dieter Zetsche to represent
how after his farewell he picked a rival company’s car!
In a video going viral online released by BMW, the doppelganger of Zetsche is seen
going about his last day as CEO of Mercedes Benz. The man is seen clicking selfies
with numerous employees as he prepares to leave office. The video then shows him
leaving the company in a Mercedes-Benz S-Class. However, on reaching home, the
video shows the garage door opening and Zetsche driving a BMW i8 Roadster. And
the ad’s punchline is “Free at last”.
The end of the video was also a beautiful tribute for Zetsche’s long contribution to
the automobile world. “Thank you, Dieter Zetsche, for so many years of inspiring
competition,” the message read.
BMW’s farewell video for retiring Mercedes-Benz CEO Dieter Zetsche which
launched last week has drawn near to 3.5 million views on YouTube with much
approval from netizens for its wit and quick turn around. The spot which features a
lookalike of Zetsche returning his company ID on his last day at Mercedes-Benz,
ends off by saying, “Thank you, Dieter Zetsche, for so many years of inspiring
competition.”
Of over 1,700 comments on YouTube, many viewers praised BMW for its humour,
respect and creativity, including fans of Mercedes-Benz. Industry professionals
Marketing spoke to also lauded the video saying it effectively communicates BMW’s
brand messages and creativity. According to Carro Singapore chief marketing officer
Manisha Seewal, who spoke at a recent insights hosted by Marketing, the less than
a minute long spot resonates with consumers no matter which part of the world you
come from.
“You can resonate with the brand’s emotion that resonates with freedom, being free.
BMW is a driver’s car, it’s not really a passenger’s car. The brand’s emotion is given
off in a very powerful way,” said Seewal. She added that at the end of the day, it is
about being relatable that makes content marketing executions a success.
“I am a BMW fan and currently drive one. So I can completely relate to the ad’s
emotion of – Free at Last. In fact, it grows my love for the brand,” Seewal added.
Meanwhile, Kartik Khare, senior global brand director, Smile at Unilever, who also
spoke at Marketing‘s recent insights session, said that it was an “extremely
intelligent” move by BMW, not only in the brilliance of the idea, but also the quality of
thinking and planning that went into executing it. He added that the ability to appear
cheeky and fun without impacting the brand’s core character is more difficult than it
looks.
“What also struck me is the unique democratisation of celebrity-guerilla marketing.
Coke-Pepsi have been doing these kind of one-upmanship ads for ages with big
name celebrities. Because they are fun by character as brands, plugged into popular
culture. But to take that kind of idea and do it with what are otherwise considered to
be boring people on earth – us corporate types – shows incredible quality of
thinking,” he said.