BMW parts are valuable in almost countless ways. They all are BMW originals contributing to a BMW‘s unique character. Instead of communicating 'facts and features', we focus both on this emotional value and on the products. Every single BMW Part relates to BMW‘s brand value: to enhance the driving pleasure. Thus BMW Parts and BMW cars have the same background: an inspiration coming straight from the road. 'Made by BMW.' subtly insinuates: only a BMW can do what a BMW can do! Thus the campaign communicates the BMW Parts‘ rational value as well as the BMW brand value: joy.

The markets are full of praise for the campaign. A DVD containing advertising material has been sent to 28 BMW subsidiaries and nine regional offices (that look after all BMW imports worldwide) for them to implement; 50% of the markets are implementing the measures.