BMW breaks fall campaign for Mini
By Adnews Staff
BMW Group Canada, based in Whitby, ON, has begun a fall marketing campaign for its Mini line of cars. The national campaign will include magazine, online and out-of-home advertising. The campaign will use imagery drawn from word games to encourage the viewer to interact with the ads. The print ads depict crossword, word search and fill-in-the-blank games. The ads direct readers to a website at <http://www.mini.ca/cheatsheet> where they can check their answers to the puzzles. The print component will run in major Canadian magazines from September to November. A 10-week campaign of online ad banners began on Sept. 12. These banners are running on news websites and other large sites such as SympaticoMSN.ca and TheWeatherNetwork.com. The ads link to the Mini.ca website where visitors can try the "Speed & Safety Scenario Simulator," a program that takes the user's text input and returns a personalized animation with audio describing the Mini. The out-of-home component consists of billboard ads and washroom posters. The creative presents another fill-in-the-blanks word puzzle. The ads will be installed with blank spaces. The blanks will be filled in with an answer three weeks later. These ads will run in Vancouver, Calgary, Toronto, Ottawa and Montreal, among other markets. The campaign, which will run until late November, was developed by Taxi Toronto, Blast Radius, PixelPusher and Gaggi Media.