AUCKLAND, Friday: Colenso BBDO has launched a DM-driven campaign for the all-new BMW 3 Series, featuring voice-activated technology, as well as the car’s connectivity and integrated apps like Microsoft 365, plus a new toy called BMW’s Intelligent PA.
Colenso creative group head Brent Courtney said: “Direct marketing has changed to a complex, multi-channel discipline. First-party data continues to refine exactly who the customer is, and creative direct marketing ideas have the power to generate instant responses from highly-targeted customer groups.”
Auckland-based BMW head of marketing Gabrielle Byfield said: “With BMW’s AI learning capability, the all-new 3 Series is leading the way as it learns and remembers driver requests and settings.
“By giving you hands-free control of these commands, you can really get back to what’s important – driving the ultimate sports sedan.”
Smart car
The agency sent the link to download all the media files from the car itself, demonstrating one of the unique functionalities of the BMW 3 Series.
The DM focus in New Zealand is a Linkedin page where you can connect and endorse the car’s skills. This is being supported by highly-targeted social, digital banners, classified ads, and radio. You can book an ‘interview’ yourself here.
CREDITS
Client: BMW New Zealand
Head of Marketing: Gabrielle Byfield
Marketing Comms Manager: Cara Coutts
Service Ops Manager: Tim Harper
Product Manager: Tim Michaelson
Agency: Colenso BBDO
Media Company: Ikon
Share this Post
