| 标题 | Stage Your Driveway |
| Brief | Stage Your Driveway is an innovative new media platform that embeds BMW vehicles into the luxury home buying experience. At the heart of this innovation is a beautiful house – with a beautiful vehicle in its driveway. The twist: both are for sale. We started by establishing a partnership with a local real estate brokerage, Heaps Estrin. Agents got access to our fleet and BMW got access to their listings. Online real estate listings featured BMW vehicles and we turned driveways into showrooms. |
| 广告公司 |
FCB Canada
|
| 广告战役 |
Stage Your Driveway
|
| 广告主 |
BMW
|
| 品牌 |
BMW
|
| Posted | 12月 2020 |
| 行业领域 | 汽车
|
| 剧情简介 | Stage Your Driveway is an innovative new media platform that embeds BMW vehicles into the luxury home buying experience. At the heart of this innovation is a beautiful house – with a beautiful vehicle in its driveway. The twist: both are for sale. We started by establishing a partnership with a local real estate brokerage, Heaps Estrin. Agents got access to our fleet and BMW got access to their listings. Online real estate listings featured BMW vehicles and we turned driveways into showrooms. |
| 问题
| BMW is a leader in their category, consistently competing for the number one spot in luxury automotive in Canada. Their current ultra-luxury lineup – the X7, the 7 Series, the i8 – is the strongest it’s ever been, but the audience for that lineup is more elusive than ever, spending less time in market than previous years with more competitor options to consider. This high-end audience is the audience least likely to respond to one-to-one communications, and the quickest to make a purchase decision. |
| 媒体类别 |
互动
|
| 首席创意官 |
Jeff Hilts
|
| 首席创意官 |
Nancy Crimi-Lamanna
|
| 首席创意官 |
Ian Mackenzie
|
| 集团创意总监 |
Troy McGuinness
|
| 集团创意总监 |
Jonathan Careless
|
| 美术指导 |
Zuheir Kotob
|
| 文案 |
Jeff Topol
|
| Chief Strategy Officer |
Shelley Brown
|
| Strategy Director |
Paul Hanlon
|
| 广告公司制片 |
Katherine Forester
|
| Vice President (VP) |
Chris Perron
|
| Managing Director |
Chris Perron
|
| 客户总监 |
Blake Connolly
|
| 客户总监 |
Stephanie Montano
|
| 客户主管 |
Alex Kreinces
|
| Director of Project Management |
Shandi Horovitch Horovitch
|
| 项目经理 |
Cori Pettit
|