JCDecaux

BMW greets drivers on hills and junctions with high-profile outdoor campaign

19 May 2008

May 2008 Motorists at busy traffic intersections and on hills will be greeted by location-specific messages as part of a high-profile multi format outdoor campaign from BMW. The nationwide campaign was planned and booked by PHD and Posterscope and will run on JCDecaux’s large format sites from 19 May and Waitrose supermarket 6-sheets from 21 May. The campaign will promote the BMW EfficientDynamics (ED) programme that reduces fuel consumption and lowers CO2 emissions while enhancing the pleasure of driving.  Drivers waiting at busy locations will see Première 400 billboards asking, “Sit here in traffic everyday? In a BMW with Auto Start-Stop you could be using no fuel and releasing zero emissions. Thank you traffic jam.” Motorists driving downhill will be reminded by Première 400 billboards of the benefits of the BMW marque with the strapline: “Drive down this hill in a BMW with Brake Energy Regeneration and your battery could be enjoying a free charging, saving you fuel. Thank you hill.” BMW will also be the launch car advertiser at Waitrose, harnessing the upmarket and environmentally-aware audience with 6-sheets at 50 stores that will support the offer of a free efficiency check at BMW dealers. Research shows that Waitrose consumers are far more likely than the average to drive a luxury car. Extending the fuel efficiency message further, BMW has also booked ad space on petrol pumps, with the strapline, “Thank you droplets” and bus-backs with the message “Thank you bus”. Emma McCarthy (Media Manager) from Phd said, “The campaign positions BMW as a leader in the field of energy efficient technology. It highlights the advances that help to make BMW cars more fuel efficient while retaining the unique sportiness and driving pleasure of this top-of-the range brand. Abigail Humphrey from Posterscope said, “This outdoor campaign will drive awareness of the BMW EfficientDynamics term and importantly adds context to and amplifies the creative and technical innovations that contribute to it. This is an excellent example of tactical planning and creative innovation working together to produce a powerful outdoor campaign.”