BMW New Zealand: BMW Seeks Opinionated Porsche Drivers
Draftfcb New Zealand Ltd
ENTRY INFORMATION
Category: AutomotiveCountry where program ran: New ZealandDate program started/ended: 16th May - 6th June 2008
Product Description: BMW X6, the world's first Sports Activity Coupe (a hybrid between a 4WD and a sports car)
Advertiser/Client Name: BMW New ZealandMedia Channels: Direct MailPrintTV/Video/RadioOther
STRATEGY
Marketplace Challenge:
In launching the BMW X6, the world's first Sports Activity Coupe (a hybrid between a 4WD and a sports car) the greatest threat was that it could cannibalize sales...