| Título | 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. |
| Agencia |
FCB Canada
|
| Campaña |
Stage Your Driveway
|
| Anunciante |
BMW
|
| Marca |
BMW
|
| Posted | Diciembre 2020 |
| Sector Empresarial | Automotor
|
| Sinopsis | 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. |
| Problema | 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. |
| Medio |
Interactivo
|
| Responsable de la creación |
Jeff Hilts
|
| Responsable de la creación |
Nancy Crimi-Lamanna
|
| Responsable de la creación |
Ian Mackenzie
|
| Director del grupo de creación |
Troy McGuinness
|
| Director del grupo de creación |
Jonathan Careless
|
| Director artístico |
Zuheir Kotob
|
| Responsable de conceptos / redactor |
Jeff Topol
|
| Chief Strategy Officer |
Shelley Brown
|
| Strategy Director |
Paul Hanlon
|
| Productor de la agencia |
Katherine Forester
|
| Vice President (VP) |
Chris Perron
|
| Managing Director |
Chris Perron
|
| Director de cuentas |
Blake Connolly
|
| Director de cuentas |
Stephanie Montano
|
| Jefe de cuentas |
Alex Kreinces
|
| Director of Project Management |
Shandi Horovitch Horovitch
|
| Director de proyectos |
Cori Pettit
|