Adnews

Please login to continue

Username:

Password:

Adnews offers non-subscribers free access to one story per month.

Subscribe for unrestricted access to our content.

Forgot your login or password? Click here.

BMW begins 3 Series campaign

BMW Group Canada, based in Whitby, ON, has begun a campaign supporting the Canadian introduction of its 2006 3 Series sedan. The national campaign consists of television, newspaper, magazine and billboard advertising in French and English, plus Internet activities and events. Yesterday the company conducted an initiative with Yahoo.ca during which the homepage of the search site was overlaid by moving images of the vehicle and certain letters in the page's text were replaced with spinning "3's." The site also displays an ad banner which links to a BMW website at which visitors can configure a car to their own specifications. According to BMW, this Yahoo.ca execution is the first of its kind in Canada. Magazine advertising broke on April 25, while television began on May 2 and newspaper ads on May 9. Billboard advertising also began yesterday. The creative focuses on the performance of the car and uses the tagline, "Make Every Drive an Event." In addition, the 36 BMW retailers in Canada will conduct in-store events and test drives during May. To attend, prospective customers must receive an email invitation from BMW and then register online. The campaign was created by BMW's brand communications staff, along with ad agency Cundari Integrated Advertising, Web firm Blast Radius, media buyers The Media Company and event marketing agency Fireworks Marketing Group.

« Back Next »

Related stories Comments