BMW Canada is getting flirty in men’s bathrooms across Montreal, Toronto and Vancouver for a new mobile campaign that promotes the 3 Series Coupé to 25 to 45 years old males.
A series of messages that appear to be written in lipstick appear on bathroom mirrors when viewers pass the ads. “I’d really like to meet you,” and “My body is absolutely stunning,” are among the messages that appear on the mirror before passersby are prompted to text for photos.
A link is then sent back to the user, leading them to a landing page with the headline “We were made for each other,” and downloadable beauty shots of the new Coupé. The ads are running on the AddMirror network, with creative from Cundari.
“We appreciate that this medium, combined with our creative, lets us talk to people in a mobile environment and immediate manner,” said Marc Belcourt, brand communications manager, BMW Canada.
“The target for this vehicle is on the move, and this campaign enables us to speak to them in the places they love to be,” he said. “The mobile text portion also allows us to measure the effectiveness of the offline campaign–we can see if we were successful in creating that desire.”
According to Belcourt, the SMS campaign, which launched earlier this month and runs until May 16, has so far resulted in an 84% click through rate to the 3 Series Coupé landing page for anyone who acted on the playful mirror messaging.
“Not only is it interactive and engaging, but it helps us learn about the behavior of potential BMW customers and their propensity for using mobile devices to get more information about BMW products,” said Kris Davis, vice-president customer service, Media Experts, the agency that handled the buy.
This is the second SMS campaign BMW has launched in the last year. The first was in support of its Z4 roadster and involved two flat-screen televisions placed in street-level windows of Toronto’s Fairmont Royal York Hotel that played short videos inviting customers to book a test drive.
Once the text was sent, the person received an electronic registration form to connect them with the appropriate dealer.
“Our conversion rate results from our first campaign exceeded our expectations… And helped us to become segment leader in 2009,” said Belcourt.
