Cundari's internal drive for BMW

Challenge
Charged with rebranding the venerable luxury auto maker in Canada, the Cundari team changed just one word of BMW's tagline - from The Ultimate Driving Machine to The Ultimate Driving Experience - and saw the opportunities unfold to shift gears from a product focus to a richer experiential one. But before they could shift again, this time to The Ultimate Customer Experience, they had to bring BMW's employees into the loop. How to ensure that the BMW Associates - the ambassadors of the brand - were on board with the campaign's potential and purpose?

B!G idea
Cundari designed a new internal culture for the company based on the motto We Power Joy and Excitement. First, a teaser eBlast was distributed among employees to build interest around the new culture's launch at BMW's annual All Associates Meeting, as well as a video montage of classic movie clips featuring BMW cars and motorcycles.

At the meeting, Cundari and BMW unveiled a photo mosaic spelling out the word “Joy,” composed of hundreds of employee pics, plus their comments about working for the company. The image was posted on the BMW Group Canada's intranet site and given to all employees on a CD. When employees scan the image with a mouse, the individual thumbnails explode into a larger window that displays their picture and quote. This became the campaign's visual theme, and was included in all communications around the launch.

Impact
BMW has been able to leverage the initiative further with the creation of We Power Joy and Excitement thank-you cards, themed events and internal contests. As well, its success has led BMW to ask Cundari to create another internal cultural project, for BMW Financial Services.