articles tagged 'BMW'

Why touchy feely works: BMW drives home the message

  • Opinion
  • November 22, 2013
  • Amanda Sachtleben
Why touchy feely works: BMW drives home the message

BMW's promotion of the new X5 is a case study in why there's no substitute for local — and for getting hands on in our country air, complete with a whiff of dung.

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BMW narrows its shortlist down to three

  • Advertising
  • October 3, 2013
  • Ben Fahy
BMW narrows its shortlist down to three

Not long after one German car company chose its favoured agency, another German car company is following suit, with DDB, Special Group and DraftFCB getting set to duke it out for the BMW and Mini business.

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The automotive action continues apace as BMW reviews its options

  • Advertising
  • September 4, 2013
  • Ben Fahy
The automotive action continues apace as BMW reviews its options

The news that Volkswagen was reviewing its relationship with DDB was a surprise to many given the brand's performance in recent years, and BMW, which managed to reclaim the top spot in the premium stakes from Audi with DraftFCB in the passenger seat, is following suit.

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Audi tweaks global 'Land of Quattro' platform to appeal to Kiwi tastes

  • Marketing
  • July 29, 2013
  • Ben Fahy
Audi tweaks global 'Land of Quattro' platform to appeal to Kiwi tastes

Last year, after six years in second place, BMW knocked Audi off its perch and reclaimed the top selling premium car mantle in the New Zealand market. But Audi isn't far behind, it's still growing and it's decided to tap into the nation's patriotic fervour with one of the German brand's first locally shot campaigns.

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The ultimate marketing machine: how BMW reclaimed premium pole position

  • Marketing
  • March 5, 2013
  • Ben Fahy
The ultimate marketing machine: how BMW reclaimed premium pole position

In the battle of the premium cars, New Zealand is something of an anomaly, because unlike most markets around the world Audi has been top of the pile for the past six years. But by rethinking its marketing tactics, tailoring its products and comms to suit the New Zealand market, standing up to HQ and targeting new customers, BMW managed to reclaim the throne last year.

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Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

It's Sweden vs. Germany as Volvo plays up its novelty value

  • Advertising
  • November 6, 2012
  • Ben Fahy
It's Sweden vs. Germany as Volvo plays up its novelty value

Ze Germans have created an extremely valuable country brand based around reliability, precision and quality design and engineering, which has certainly helped the likes of VW, Audi, BMW and Mercedes-Benz conquer the world's roads. But Sweden is trying to find its niche, and in New Zealand it's doing it with a ballsy new campaign for the new Volvo V40 hatchback that takes aim at the established German car brands and taps into the desire to be 'Über Different'.

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She'll be comin' round the mountain (in a BMW xDrive)

  • Marketing
  • September 20, 2012
  • Ben Fahy
She'll be comin' round the mountain (in a BMW xDrive)

A few weeks back I ventured to Turners Auctions with a friend who was on the hunt for a new steed. If a car caught our eye, we'd kick the tyres, push a few buttons inside, lift the bonnet, check the oil, and stand back and say 'yep, she looks pretty good'. The engine could have been inserted upside down and we probably still would've said that, so, given this complete lack of mechanical knowledge, it was perhaps slightly ironic that a few days later I was invited to venture to Central Otago to take some beefy new BMWs for a few frosty donuts in the snow. But, as a freeloading journalist with a rich boganic Invercargill heritage, it was an offer too good to refuse.

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It's a Mini disaster

  • Advertising
  • February 2, 2012
  • Cath Winks
It's a Mini disaster

It began as a cool marketing move by BMW: paying a paltry sum to have the name of its Mini Cooper Roadster associated with the cold snap engulfing Europe. But the car firm will rueing its decision now, after the freezing weather killed more than 130 people and sent over 500 to hospital.

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TVNZ breaks champagne on new Ondemand hovercraft

  • Advertising
  • December 7, 2011
  • StopPress Team
TVNZ breaks champagne on new Ondemand hovercraft

While all the talk in broadcasting land is about Sky and TVNZ's Igloo, TVNZ has just announced the arrival of a new addition to its OnDemand family called Ad Hover, "a dynamic, customisable and fully interactive advertising opportunity" created in conjunction with DraftFCB that aims to give viewers a more engaging and immersive video experience and claims to significantly up the brand recall measures for advertisers. 

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BMW beats benchmarks with summer campaign, takes victory in Yahoo! Digital Strategy Award

  • Advertising
  • May 27, 2011
  • StopPress Team
BMW beats benchmarks with summer campaign, takes victory in Yahoo! Digital Strategy Award

BMW's Summer Sale 2011 campaign by DraftFCB has been awarded top spot in Yahoo! NZ's first quarterly Digital Strategy Award. 

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