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| Actress Kim Hae-sook in BMW Korea's "born BOLD" brand campaign / Courtesy of BMW Korea |
By Kim Jae-heun
BMW Korea's new brand campaign "born BOLD" starring middle-aged actress Kim Hae-sook has garnered praise for the auto brand's unique approach to brand marketing, according to industry officials, Sunday.
Diverging from previous commercials that boasted of new technology and new vehicles with young models, this latest commercial launched on Feb. 23 grabbed the public's attention with a message delivered by Kim.
When asked what she thinks is the most important lesson from her 50-year-long career in acting, she replies "not relying on those 50 years of experience."
Kim further narrates, "I am erasing myself to becoming nobody so that I can become somebody new. Elegance and intensity, everything is already in you."
Comments posted on BMW Korea's official YouTube channel suggest that the campaign changed the whole image of the German carmaker.
"BMW cast the actress well. It is my first time watching the commercial made me want to buy a car," one person commented. "Kim is really well suited to the brand image of BMW."
"BMW has successfully shown the symbol of a successful woman. Its brand image feels elegant all of sudden," another wrote. "I was mesmerized by the campaign while watching it."
BMW Korea's new brand campaign delivers a message of discovery of one's inner elegance and strength and of living with authenticity.
The company has selected six celebrities who are pioneering their own path and has been releasing their stories in advertisements since last December.
"Through a brand campaign featuring an enterprising and unique story of each person, the company plans to continue to spread BMW's values, philosophy and essence," BMW Korea said.
TV personality and social media influencer Kim Na-young appeared in the first episode. BMW's campaign highlighted her motivational qualities for young parents as she works as a fashion influencer and mother of two children. Pianist Lim Hyun-jung and rapper Yoon Mirae featured in the second and third episodes.
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