BMW REVS BRAND WITH NEW CAMPAIGN
By Adnews Staff
BMW Canada Inc., based in Whitby, Ontario, is using a new advertising campaign from Cundari Group of Toronto in an effort to re-charge its brand. The campaign, which broke in mid-June, includes print advertising, television commercials, a nationwide test drive program and a Web-based BMW vehicle configuration utility. Print ads in daily newspapers use headlines such as "Inhale....exhale....inhale
exhale!" and "I've driven other cars, but at present none come to mind." One 30-second national television spot uses audio of a BMW driving session accompanied by the sound of the driver's breathing. Additional television creative is expected to follow. The nationwide comparison drive program invites customers to test various vehicles, including the BMW 5 Series, the Audi A6 Quattro, Jaguar S-Type and Mercedes E320, back to back to get their own impressions. Invitations for the program were sent to consumers in Montreal, Toronto, Calgary and Vancouver. Through a special section on BMW's Web site (http://www.bmw.ca) consumers can use a password included with their invitations to schedule a test drive. Having been introduced to the brand by the advertising and tested the vehicles in person, customers can customize any BMW vehicle through the site. Consumers can select the models and colors of their choice, then personalize the interiors and options packages online. According to BMW's national marketing manager, Manfred Braunl, "During the whole journey, the message is consistent: BMW is the 'Ultimate driving experience." Advertising is scheduled to run until the end of the year.