BMW Canada breaks Go for a Spin campaign
By Adnews Staff
BMW Group Canada of Whitby, ON has begun a new out-of-home campaign for its Mini brand called "Go for a Spin." The campaign, which will run until the last week of October, promotes two new models released to mark the 50th anniversary of the brand: the 50 Mini Camden and the 50 Mini Mayfair. The ads seek to depict the vehicles as "cheeky, chic and reliable." Creative using an air travel theme is running at airports in Montreal, Toronto and Vancouver. One execution uses the copy, "Here pilot, pilot, pilot." Billboards and other outdoor ads featuring a three-dimensional effect are also in use in city centres. One ad in Toronto depicts a Mini maneuvering around a window. Another shows a car driving through pylons. One transit ad uses the copy, "The pacemaker was invented in 1959. Coincidence?" The outdoor campaign is being supported with online ads also depicting a Mini and a series of pylons. The campaign was developed by Taxi 2. Media buying was handled by Media Experts.