BMW North America Targets Wealthy Urbanites With X6 Campaign
MUNICH, GERMANY– BMW of North America is targeting the power lunch crowd, predominantly male
and relatively affluent, with the new BMW X6 campaign. A 3-D virtual vehicle
tour — a walk-in box containing hologram images of the car’s interior — debuted
at the World Financial Center in New York’s financial district on Apr. 21.
More animated hologram sites, which are equipped with lead-generation capture
capability, will move to other targeted areas around the city, chosen for their
high traffic from the high-earning professionals that make up BMW’s key
audience, according to www.dmnews.com.
Matathia, 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 — and
existing BMW owner data.
GSD&M Idea City,
which has served as the national AOR for BMW North America for more than two
years, also considered vehicle attributes, such as power and design.
campaign officially kicked off in January with a teaser Web site, which allowed
viewers to opt in for a series of e-mail updates on the vehicle. The full
campaign started in April and is slated to run for several months.
aspects of the campaign include ads on the Captivate Network, which runs on
digital screens in the elevators of premier office towers. BMW has also partnered
with CNBC: An image of the car will “drive” across the top of the screen as a
reverse stock ticker, and the sport-coupe will also be featured on an edition
of Power Lunch. Online, BMW is sponsoring the investment research site
Morningstar.com, providing free access to subscription content for a week.