BMW Joy Campaign successfully targets women under 30 years old

CNBC reports that more women under the age of thirty are leasing luxury cars — and how BMW runs the Joy marketing campaign to efficiently target women in the market.

According to Kelly McDonald, BMW’s Joy campaign has been successfully targeting women. “Women want to have a great look, not just clothing, a great haircut, makeup, handbag, and the car is just part of their look. I believe BMW has done an outstanding job of effectively targeting young women. Their leasing payments are right where they need to be, they have a great product and their ads seem to hit right home with the women. The price matches the right product.”

BMW acts as a very expensive accessory to women and adds up to their overall style and look. With the increased financial stability of women today and the competitive price of BMW vehicles in the market, BMW becomes a very easy choice for young and successful women.