|
|
Article: STRATEGY BMW 5 Series.(Company Business and Marketing)
- Article from:
- New Media Age
- Article date:
- December 21, 2000
- Author:
CopyrightCOPYRIGHT 2000 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Creative, strategy, media: Anson Harris, Steve Vranakis, Nick Gripton, Paul Banham and Kieran Challis at WCRS. Media placement: FT.com and Sports.com.
Background: This campaign used online superstitials and press ads to alert exisiting and potential BMW drivers to the launch of the restyled BMW 5 series and enhance its reputation as a drivers car. It focuses on promoting the 5 Series' refined power delivery through its innovative new engine design.
The ad used the full audio and video capabilities of Unicast's Superstitial. Initially concentrating on identifying 'the forensic external changes' -- emphasising the new running strips, electronic parking ...