BMW Group Canada is supporting the launch of its X5 M and X6 M “sports activity vehicle” with an ad campaign that reaches consumers throughout their day.
The effort from Cundari includes print, magazine, billboards, digital screens and online, targeting aspirational customers in BMW’s niche M market–slightly younger and more affluent than a typical BMW owner, said Marc Belcourt, brand communications manager, BMW Canada.
Because the niche group is fairly small, BMW knows a lot about them, and can therefore create a very targeted media plan and campaign that will reach them at multiple points throughout the day, said Belcourt.
“From the moment they wake up and drive themselves to work in the downtown financial cores, it’s the out-of-home billboards,” he said. “When they arrive at the office they’re exposed to the elevator 15-second advertisements, and during lunch or spare time they’re exposed to the online campaign.”
Two flat-screen televisions placed in street-level windows of Toronto’s Fairmont Royal York hotel display video content, while the X6 M model sits on a large platform outside. The copy around the bottom of the display reads: “Joy is cutting 555 HP loose”.”
A 15-second video, running on digital screens in office tower elevators in Vancouver, Calgary, Toronto and Montreal, demonstrates how many times lightning can strike in 4.7 seconds–the time it takes the vehicle to reach 100km/h.
Created specifically for the Canadian market, the video has been included in the German X5 M and X6 M campaigns.
The print ads, running in NUVO and enRoute, feature a blue X5 M and red X6 M against the standard black background used in M advertisements. An ad in Fairmont Magazine only promotes the X6 M model, while two full-page ads in The Globe and Mail showcase each vehicle by itself.
Billboards at airports and along major highways in Vancouver, Calgary, Toronto and Montreal use headlines such as “Joy knows patience isn’t a virtue” and “Joy is 0-100 in 4.7 seconds, 365 days a year.”
Big box and pre-roll ads, running on TopGear.com, BBC.ca, GlobeInvestor, and TSN.ca, showcase an adapted version of the 15-second elevator videos.
Consumers can learn more about the models through online brochures and multimedia downloads at BMW.ca. While on the site, they are directed to a microsite (via four rotating banners) where the user can access a 360-degree tour, driving film or other downloads.
This is the first time BMW produced motorsport versions of its SAVs, a move the automaker made due to trends and consumer demand, said Stacy Morris, corporate communications specialist, business and lifestyle, BMW Canada. Canada is the biggest per capita M market in the world, she added.
The campaign runs until Nov. 23, with Media Experts handling the buy.
