| Title | 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. |
| Agency |
FCB Canada
|
| Campaign |
Stage Your Driveway
|
| Advertiser |
BMW
|
| Brand |
BMW
|
| Posted | December 2020 |
| Business Sector | Automotive
|
| Story | 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. |
| Problem | 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. |
| Media Type |
Digital
|
| Chief Creative Officer |
Jeff Hilts
|
| Chief Creative Officer |
Nancy Crimi-Lamanna
|
| Chief Creative Officer |
Ian Mackenzie
|
| Group Creative Director |
Troy McGuinness
|
| Group Creative Director |
Jonathan Careless
|
| Art Director |
Zuheir Kotob
|
| Copywriter |
Jeff Topol
|
| Chief Strategy Officer |
Shelley Brown
|
| Strategy Director |
Paul Hanlon
|
| Agency Producer |
Katherine Forester
|
| Vice President (VP) |
Chris Perron
|
| Managing Director |
Chris Perron
|
| Account Director |
Blake Connolly
|
| Account Director |
Stephanie Montano
|
| Account Supervisor |
Alex Kreinces
|
| Director of Project Management |
Shandi Horovitch Horovitch
|
| Project Manager |
Cori Pettit
|