So, how does it work? As a patron approaches the mirror, motion detectors sense the person's movement and displays a sequence of messages urging readers to send text messages for photos of the subject leaving the flirtatious notes. When BMW receives the text, a link is sent back, leading readers to a landing page with downloadable beauty shots of the 3 Series Coupe, under the headline, "We were made for each other." Ooh la la!
The marketing campaign runs until May 16th in different venues throughout Toronto, Vancouver and Montreal. For the full listing, BMW's press release is available after the jump, as is a video that shows the AddMirror technology at work.
BMW Canada becomes first car company to flirt with customers using innovative new advertising medium.
Richmond Hill, ON. BMW Canada is the first auto manufacturer – and one of the first companies in Canada – to make use of an innovative new advertising tool, and is doing so with flare. Flirting with potential customers in an undeniably high-traffic area, the premium car company is reaching audiences through the mirrors in restrooms of strategically-selected venues in Toronto, Montreal and Vancouver throughout April and May.
AddMirrorTM is a unique marketing medium that enables creative marketers to reach a large audience in a memorable, engaging manner. For BMW's campaign, ads will appear as patrons approach restroom mirrors. A motion detector senses the patron's movement and sets a sequence of ads in motion, creating a captivating and irresistible communication chain that leaves readers wanting more.
"This campaign is a perfect fit for the new BMW 3 Series Coupé," said Marc Belcourt, brand communications manager, BMW Group Canada. "It's innovative, creative and unexpected, and allows us to position our product as highly desirable in a way that engages people, just as our brand does. This particular campaign is also pretty sexy, just like this vehicle."
The BMW AddMirror campaign targets men from 25 to 45 years old. Flirty messages are scripted on restroom mirrors in what appears to be hot red lipstick. With messages such as "I'll make your heart pound" and "My body is absolutely stunning," the initiative is sure to capture attention, and concludes by urging readers to text in for photos of the subject leaving the love notes. Once the text is received, a link is sent back to the user, leading them to a landing page with the headline "We were made for each other," as well as downloadable beauty shots of the new BMW 3 Series Coupé.
The media buy for the campaign was coordinated by Media Experts, and creative was designed by Cundari.
"It's a new medium with an indisputable impact," said Kris Davis, vice president customer service, Media Experts. "BMW is one of the first companies in Canada to use AddMirror. As a pioneering company, we knew they would appreciate the benefits of such a unique tactic. Not only is it interactive and engaging, but it helps us learn about the behavior of potential BMW customers and their propensity for using mobile devices to get more information about BMW products."
The campaign runs until May 16th in the venues listed below.
Sopra Lounge, 265 Davenport Rd.
Oro, 45-47 Elm St.
Toula, 1 Harbour St.
Debut Café & Bar, 121 King St. W.
Southside Restaurant & Bar, 413 Spadina Ave
Christina's, 492 Danforth Ave
99 Sudbury Event Venue, 99 Sudbury St.
Il Fornello, 207 Queens Quay W.
Spice Lounge, 52 Lakeshore Rd. E.
Il Postino, 186 Main St.
Mistura, 265 Davenport Rd.
Politica, 127 Strachan Ave
River Restaurant, 413 Roncesvalles Ave
Blu Ristorante & Lounge, 174 Yorkville Ave
Vittorio's, 14 Dupont St.
Monkey Bar & Grill, 3353 Yonge St.
Vin Santo, 28 Roytec Rd.
Oasi, 99 Sudbury St.
Sanafir, 1026 Granville St.
Hamilton Grill, 1009 Hamilton St.
Ebisu on Robson, 827 Bute St.
Al Porto, 321 Water St.
Steamworks, 375 Water St.
Transcontinental, 601 West Cordova St.
Kamei Royale, 211 – 1030 West Georgia St.
Ebisu Richmond, 100-8111 Ackroyd Rd.
Ebisu on Braodway, 601 West Broadway
Divino, 1590 Commercial Drive
Ferreira Café, 1446 rue Peel
Confusion, 1635 – 7 St. Denis
L'Assommoir @ Notre-Dame, 211 rue Notre-Dame
L'Assommoir @ Bernard, 112 rue Bernard O.
Phillips Lounge, 1184 Place Phillips
Bond Lounge, 101 Fairmont O.
La Coupole, 1325 boul. Rene-Levesque O.
Via Crescent, 1418 rue Crescent
La Klini, 5788 rue St-Laurent
Greasy Spoon, 160 Laurier O.