BMW launched an innovative ad campaign this past May that utilized the mirrors of washrooms in bars throughout Canada. The campaign uses the technology that was featured in the previous blog post that we featured, but what's unique about the BMW ad is that it is interactive with people who view the mirrors. The mirror has a motion detector that senses when someone is in front of the mirror, and signals the ad to start. Writing in red lipstick appears on the mirror with ambiguous, flirtatious sayings that leave people wanting to know more. The lines that are used in the ad, such as "we were made for each other" and "my body is absolutely stunning," imply that it's a person on the other end but is really the BMW speaking. The ad then prompts the person to text to receive pictures of the subject leaving the love notes. When they do this, they then receive a picture of the BMW 3 Series Coupé.
The BMW washroom campaign targets 25 to 43 year old men, and according to BMW executives it seemed to have left an impact on this demographic. "This campaign is a perfect fit for the new BMW 3 Series Coupé," said Marc Belcourt, brand communications manager, BMW Group Canada. "It's innovative, creative and unexpected, and allows us to position our product as highly desirable in a way that engages people, just as our brand does. This particular campaign is also pretty sexy, just like this vehicle." If you're looking to make the same sexy impact that BMW made in Canada, talk to john@captive.ie today
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