BMW looks to the future

The car co has launched a campaign showcasing a 2013 model, and its new technology.

BMW is skipping right ahead to 2013 with its latest campaign, showcasing technologies like night vision by highlighting them in its futuristic concept car, which will come to market the year after next in Canada.

With media by Media Experts and creative by Cundari, the campaign aims to broaden the car co’s traditionally male 45-to-54 target to spread the message on its new technological innovations, Karel Wegert, director, digital solutions, Media Experts, tells MiC.

The campaign kicked off earlier this week with a takeover of the Globe and Mail homepage which highlighted BMW night view technology by blacking out the page, a first for the brand and the publication, says Wergert. The same takeover will run in French on Cyberpresse on Oct. 11.

In addition, the campaign includes TV, which showcases the 2013 model, print ads in style magazines like Sharp, which recently ran a cover takeover from the brand, and OOH billboards in major cities across the country. The campaign runs until mid-November.