BMW Canada begins out-of-home campaign for 3 Series
BMW Group Canada of Richmond Hill, ON has begun an out-of-home campaign in Toronto, Montreal and Vancouver. The campaign, developed by Cundari, makes use of motion-sensing creative on the mirrors of restrooms in various bars and restaurants. The creative, aimed primarily at men between the ages of 25 and 45, takes the form of messages that appear to be written on the mirrors in lipstick. The copy includes lines such as, "I'll make your heart pound," and "My body is absolutely stunning." Viewers can then send a text message to receive photographs of the car via cell phone. Media buying for the campaign was coordinated by Media Experts. It will run until the end of May. "This campaign is a perfect fit for the new BMW 3 Series Coupé," said Marc Belcourt, brand communications manager at BMW Group Canada. "It's innovative, creative and unexpected, and allows us to position our product as highly desirable in a way that engages people, just as our brand does. This particular campaign is also pretty sexy, just like this vehicle."