Agency/media operation
The Media Company
Client
BMW Toronto Dealer Group
Brand
BMW pre-owned vehicles
Budget
No budget (incremental)
Media used
Newspaper
Timing
Launched in September 2002
Media team
Katie Mateer, account planning supervisor, The Media Company
The background
Members of the BMW Toronto Dealer Group had historically placed half-page ads in the pre-owned pages of The Globe and Mail’s Megawheels section each week. Each dealership would place its own ads and use its own creative.
The task was to bring all of the dealers together to work as a group, understanding they are still in competition with each other, and list all of the pre-owned vehicles for sale in a cohesive unit.
The plan
The project began with a meeting between The Media Company, The Globe and Mail and the creative team at Toronto-based Cundari Integrated Advertising, to examine the possibility of reserving the DPS in the pre-owned section.
At first, the idea was to list all of the cars on the two centre pages, but the concept expanded to the front and back page of the four-page form as well.
This was identified as an opportunity to promote the BMW brand, and it would also result in a four-piece stand-alone to be used by a potential consumer as a resource. The front page would be used for editorial and a new car ad, the middle pages to list all of the current pre-owned cars and the back could be used for any other departments of BMW, such as Parts and Service.
Combining all of this into one section also ensured that all BMW dealer ads were similar in design, therefore maintaining the corporate identity standards.
The results
The four page pull-out section has resulted in an impactful stand-alone piece that showcases the BMW brand and works well at a retail level to sell cars.
The program has been extended to six months and will be reviewed continually with an eye toward possible extension. The success of the concept has also promoted competition among other newspapers for the business.
The judges rave…
‘This plan is of excellent calibre. It is impactful, focused and relevant to the consumer. In addition, it addresses the often complex dual objective of meeting both corporate branding needs and support for the dealers.’
‘Good use of budget by pooling separate retailer dollars (no easy task) to create a more impactful presence for the brand.’
