BMW: 2012 Conquest Program

Rivet

Entry Information

Country where program ran: Canada
Program start date: 05/01/12
Program end date: 01/01/13
Advertiser/Client Name: BMW Canada
Product/Service Description: BMW is the premiere luxury car brand in the world and the 5, 6 and 7 Series are the ultimate expression of the German manufacturer's commitment to design, performance and luxury.
Category: Automotive (AU)

Strategy

Business problem

Canada's luxury car category is highly competitive and niche. Its audience is affluent, elusive, hard-to-impress & and very select. So when BMW Canada sought to drive sales of its higher-end line-up of 5, 6 and 7-series vehicles, we needed something that would capture the attention of this elusive audience and impel them to experience BMW firsthand.