BMW North America Targets Wealthy Urbanites With X6 Campaign
MUNICH, GERMANY– BMW of North America is targeting the power lunch crowd, predominantly maleand relatively affluent, with the new BMW X6 campaign. A 3-D virtual vehicletour — a walk-in box containing hologram images of the car’s interior — debutedat the World Financial Center in New York’s financial district on Apr. 21.
More animated hologram sites, which are equipped with lead-generation capturecapability, will move to other targeted areas around the city, chosen for theirhigh traffic from the high-earning professionals that make up BMW’s keyaudience, according to www.dmnews.com.
DavidMatathia, VP and idea team director on the BMW account at GSD&M Idea City,said the team identified target markets through competitive benchmarking —profiles of owners of vehicles that might be cross-shopped with the X6 — andexisting BMW owner data.
GSD&M Idea City,which has served as the national AOR for BMW North America for more than twoyears, also considered vehicle attributes, such as power and design.
Thecampaign officially kicked off in January with a teaser Web site, which allowedviewers to opt in for a series of e-mail updates on the vehicle. The fullcampaign started in April and is slated to run for several months.
Otheraspects of the campaign include ads on the Captivate Network, which runs ondigital screens in the elevators of premier office towers. BMW has also partneredwith CNBC: An image of the car will “drive” across the top of the screen as areverse stock ticker, and the sport-coupe will also be featured on an editionof Power Lunch. Online, BMW is sponsoring the investment research siteMorningstar.com, providing free access to subscription content for a week.