BMW Canada is making a statement with a national campaign unveiling its new luxury 7 Series sedan.
Newspaper, magazine, online and billboard ads position the 7 Series as “The Statement” in automotive design, innovation, performance and exclusivity said Marc Belcourt, brand communications manager for BMW Canada.
“If you look at the vehicle’s greatest attributes, they really are performance, luxury, design and innovation,” he said. “When you distill all of those down to one word it really does become ‘The Statement.’ ”
Five magazine ad concepts were developed to focus on the car’s attributes, each tailored to the editorial content of different publications, said Belcourt.
For instance, one ad highlighting the exterior design appears in architecture and design titles with the tag line, “It’s not about modernism. It’s about magnetism.”
An ad running in business publications uses the tag line, “It’s not about ROI. It’s about BPM.”
“Because this is our most exclusive vehicle… it was worth the time and investment and strategy to tailor the individual messages to each of the mediums we entered,” said Belcourt.
The 7 Series sedans start at $104,900.
Half-page, full-colour ads will appear in the Calgary Herald, The Globe and Mail, La Presse and Vancouver Sun.
The campaign was developed by the automaker’s creative agency, Cundari. The agency also worked with Prime Advertising to create magazine ads for the Chinese market, which will appear in Ming Pao and Sing Tao.
Though the bulk of the campaign launched this month, BMW ran online teasers and customer events earlier this year.
Big box ads ran on a number of news and financial sites, featuring headlines like “Dynamic Driving Control” and “Night Vision with Pedestrian Detection.”
The online push also includes a search marketing effort linking consumers to BMW.ca, where they can build a virtual 7 Series model, and find online brochures and multimedia downloads.
Visitors to the site can also watch the head of BMW group design, Adrian van Hooydonk, highlight interior and exterior design elements. Blast Radius developed the online portion of the campaign.
The campaign wraps May 25. The Media Company handled the buy.
