BMW turns new corners

Playful interactive ads and search marketing are part of a new campaign that boasts 3 Series innovations at every bend.

As part of its ongoing ‘joyful drive’ positioning, Whitby-based BMW Group Canada has launched its new 3 Series campaign with the tagline, ‘Leave no corner unturned.’ The integrated campaign, developed by Toronto-based Cundari, includes interactive online ads that playfully flip in the wind, prompting consumers to peel away corners to see close-ups of new BMW 3 Series Sedan features. ‘The creative asks the consumer to reveal the details that BMW focused on in its redesign – specifically the engine and body design,’ Paul Curtin, group account director, Cundari, tells MiC.

The online big box and banner display ads, which appear on news, business, lifestyle and automotive websites until mid-December, are part of a campaign that also includes print, television and out-of-home media, all orchestrated by The Media Company, as well as point-of-sale materials – Cundari’s proprietary ‘Build an Ad’ program for BMW Retailers.

The online media buy, largely focused on Google and Yahoo, includes a search marketing component that links directly to the website. ‘By providing relevant content at the moment when the consumer is looking for it, the results can be remarkable,’ Curtin tells MiC.

Online video ads and TV spots, which air nationally on English and French specialty stations until mid-December, feature ‘corners’ like intersections, pyramids and river bends while a voiceover points out that ‘while many view a corner as something to be cut, the engineers at BMW see corners as opportunities that ultimately lead to the new BMW 3 Series Sedan.’

All campaign elements converge on the new 3′s theme: the advanced technology and attention to detail BMW engineers put into the car’s redesign. ‘The ‘Leave no corner unturned’ theme lets prospects know that the 3 Series has many new features – not simple cosmetic changes, but real change,’ says Curtin.

Four print ads will run until the end of December, while billboards will appear in Montreal and Toronto this fall before moving to Vancouver and Calgary in January. The launch ad introduces the BMW 3 Series Sedan by highlighting its history as the benchmark of sports sedans, while the remaining three highlight vehicle innovations.

Out-of-home executions also leverage the tagline – the French adaptation is ‘Oubliez le lignes droites’ – with superboard ads along the Don Valley Parkway in Toronto and at the Montreal Airport throughout the fall, extending to Vancouver airport and various Calgary locations in January.