Campaign Tells Consumers to 'Drive With Their Heart. Buy With Their Head'
Earlier this month, BMW of North America launched a national television, print, radio and Internet marketing campaign for its Certified Pre-Owned (CPO) program. The "Drive with your heart. Buy with your head" campaign created by Publicis New York communicates to prospective customers that a Certified Pre-Owned BMW is more attainable and better than some new cars.
The underlying message is that a Certified Pre-Owned BMW is better than a brand new compromise. The price has been engineered down to size, but the thrill of The Ultimate Driving Machine(R) is intact.
"BMW Certified Pre-Owned sales for 2006 are up 20 percent over 2005 and we expect that pace to keep BMW clearly ahead of the competition," notes Sergio Carvajal, marketing manager for BMW Certified Pre-Owned Sales. What better way to reward yourself, than with a BMW. Our Certified Pre-Owned program makes the most dynamic sports luxury vehicles attainable to everyone. Add the peace of mind provided by the CPO program's protection plan, and a Certified Pre-Owned BMW is the best vehicle for anyone who does not want to compromise on anything."
The campaign will have a national reach, running in national and regional media throughout the US. It includes three TV spots, four radio spots, four print ads and Internet banner advertisement. The print campaign will run in publications including USA Today, Wall Street Journal, Business Week, Auto Week, Money Select Edition, Sports Illustrated Select Edition, Time Top Management, Time Global Business and Roundel. Internet banners will be featured on Autotrader.com, KBB.com and Google.com.