The significance of ‘Joy’ for the next generation is a choice, not just a feeling. This is the strategic insight borne out of Wunderman Thompson SA that informed the manifesto of the latest BMW brand campaign. Targeting new luxury consumers, mostly millennials and GenZs, the campaign aims to drive growth in a declining premium segment and establish relevance for #NextGenJoy.
Wunderman Thompson South Africa Executive Creative Director, Theo Ferreira, shared, “Our research uncovered a segment of professionals across race, ethnicity and genders that will drive the future growth; The Henrys (high-earners-no-rich-yet). These individuals fall under the middle and middle-upper class household income group and are defining the global luxury market. Henrys resonate with brands that express their values and identity. They reject traditional status symbols and believe luxury is a state of mind. They embrace rebellious joy or break away from antiquated expectations and social norms. This is perfectly summed up for us as #NextGenJoy.”
The campaign’s #NextGenJoy positioning conveys a bold and meaningful joyous movement. It challenges the world to see an expanded definition of joy. Choosing joy is seen as an act of resistance in a world filled with so much pain and trauma.
This professional campaign titled 'We are Generation Joy' was published in South Africa in September, 2022. It was created for the brand: BMW, by ad agency: Wunderman Thompson South Africa. This Integrated medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted over 1 year ago.