BMW flexes its media muscles

BMW is wooing potential M-Series drivers with speed and power prowess spanning online, print and outdoor.

BMW Canada’s new ad campaign promoting the X5 M and X6 M is pulling its weight in media muscle this season. Developed by Cundari with buys handled by Media Experts, the campaign, which targets both the aspirational buyer and niche M market – consumers between 40 and 50, mostly male – spans online, print and outdoor, and runs through Nov. 23.

Branded BMW-sponsored digital screens in office tower elevators across Vancouver, Calgary, Toronto and Montreal will run 15-second videos capturing events that can happen in 4.7 seconds – the time it takes the vehicles to reach 100km/h.

Online though Nov. 2, big box ads and pre-roll showcasing an adapted, more intense-sounding version of the 15-second vid are running on sites like,, and

The online component also includes a microsite showcasing the vehicles breaking out of a steel container, and offers visitors a 360 degree tour, driving film and other downloads for each vehicle.

‘Our goal was to ensure that these niche vehicles had a halo effect and to ensure our M target buyer is aware of these new vehicles in the market,’ BMW Canada brand communications manager Marc Belcourt tells MiC.

The X6 M is currently being displayed outside downtown Toronto’s Fairmont Royal York with large white chains around it to keep power in check, and copy that reads ‘Joy is cutting 555 HP loose.’ Two 40′ flat screens in the hotel’s windows are airing dynamic video of the X5 M and X6 M in action.

Running in Nuvo, enRoute and Fairmont Magazine, as well as in the Globe and Mail, print executions use the traditional black background standard for M advertisements and feature the X5 M in bright, brilliant blue and the X6 M in a deep dramatic red (in Fairmont Magazine only).

Globe and Mail ads will also feature two full-page executions showcasing each vehicle by itself – with the the X5 M ad running this week.

Throughout the fall, airports and major highways in Vancouver, Calgary, Toronto and Montreal are also featuring out-of-home boards with taglines like ‘Joy knows patience isn’t a virtue’ and ‘Joy is 0-100 in 4.7 seconds, 365 days a year’ to help promote the power associated with the new M SAVs.