BMW unleashes X5 M and X6 M advertising campaign.

BMW Group Canada launched a new advertising campaign promoting the X5 M and X6 M, the first BMW SAVs to be given the powerful driving characteristics of the renowned high performance M division.  Running until November 23, the campaign for the X5 M and X6 M focuses on the power and speed the M division is known for, as well as the all-weather driving capabilities associated with BMW’s xDrive vehicles.  With Canada being the biggest M market in the world per capita, these brand new vehicles are sure to ignite excitement for the whole BMW SAV segment. 

The public has the opportunity to see the X6 M in the flesh at the Fairmont Royal York in downtown Toronto.  To keep the power of the X6 M in check, BMW has used large white chains to keep hold of this powerful vehicle.  The copy around the bottom of the display plays off this theme stating, “Joy is cutting 555 HP loose”.  The vehicle display is enhanced by two 40” flat screen televisions positioned in the windows of the Royal York hotel, which display dynamic video content of the X5 M and X6 M in action. 

One of the original executions of this advertising campaign is the use of digital screens in elevators across Canada.  BMW has sponsored digital screens in several elevators in office towers in Vancouver, Calgary, Toronto and Montreal. They will run a 15 second video, as well as having the entire screen template have the look and feel of BMW’s typical M branding and the BMW logo.  The concept behind the video was to capture explosive, powerful events that can happen in 4.7 seconds, same as the lighting fast time the BMW X5 M and X6 M can reach 100km/h.  Featuring quick, emotional cuts, the video compares how many times lightning can strike in 4.7 seconds to the vehicle reaching 100km/h. This video was created in Canada specifically for the Canadian market, but have since been picked up for use in the German X5 M and X6 M campaign.  Other BMW markets such as United Arab Emirates, China, Italy and Japan have also expressed interest in using the Canadian made video in their local campaigns. 

The print executions of the X5 M and X6 M campaign run in NUVO, enRoute and Fairmont Magazine, as well as in the Globe and Mail.  Using the traditional black background standard for M advertisements, the print ads feature the X5 M in a bright, brilliant blue and the X6 M in a deep dramatic red, creating an eye catching visual, while also displaying the sharp lines and stylish curves of both vehicles.  Running until the end of November, the ads in NUVO and enRoute will feature double page spreads showcasing both vehicles, while the Fairmont Magazine ad will simply feature the X6 M. 

The Globe and Mail advertisements are modeled after the magazine component, but will feature two full page executions showcasing each vehicle by itself.  On September 17, the ad displaying the X6 M will debut, while the X5 M will have its advertisement run the following week on September 24. 

To complement the print features, out-of-home boards will also be running through the fall of 2009.  Executions can be found at airports and along major highways in Vancouver, Calgary, Toronto and Montreal. With taglines such as “Joy knows patience isn’t a virtue” and “Joy is 0-100 in 4.7 seconds, 365 days a year”, these billboards also promote the power associated with the new M SAVs. 

On-line communications, running until November 2, features a big box display ad and pre-roll that showcases an adapted version of the 15 second video used in the elevators.  Running on websites such as TopGear.com, BBC.ca, GlobeInvestor, and TSN.ca, the video will see the addition of intense sound, further signifying the power of the X5 M and X6 M vehicles. 

For those who want more in-depth information, BMW.ca allows visitors to learn more about the new X5 M and X6M through online brochures, a configurator and multimedia downloads.  A unique micorsite is also available, which showcases the vehicles breaking out of a steel container. The user can access a 360 degree tour, driving film or other downloads of each vehicle as well. 

The ad campaign was developed by Cundari with the media buy handled by Media Experts.

BMW Group Canada, based in Whitby, Ontario, is a wholly-owned subsidiary of BMW AG and is responsible for the distribution of BMW luxury performance automobiles, Sports Activity Vehicles, Motorcycles, and MINI.  BMW Group Financial Services Canada is a division of BMW Group Canada and offers retail financing and leasing programs and protection products on new and pre-owned BMW and MINI automobiles, as well as retail financing for new and pre-owned BMW Motorcycles. A total network of 40 BMW automobile retail centres, 19 BMW motorcycle retailers, and 25 MINI retailers represents the BMW Group across the country.