The latest campaign for BMW Certified, the German automaker’s line of pre-owned
*Mic drop*. This is a neat idea. And there are some key takeaways here for any business.
White noise. Honda’s pre-owned vehicles campaign from a couple months back featured old ads they bought from other brands and repurposed. Now BMW
Reframe the game. By building a campaign around ‘pre-used’ clips, this campaign subtly reframes the act of buying a certified BMW as something akin to recycling. Could a simple message or comparison change consumers’ perspective on your offering?
Brand heresy. Sure, BMW raided their brand archive for these ads. But the results were unexpected: many will be surprised to see a premium car brand making a virtue of ‘recycling’ old ad clips and saving money in the process. We’ve been talking for years about the power for brands of the HERITAGE HERESY: a new campaign, product, service, experience, whatever, that no one would expect from your brand, and that helps you reach out to entirely new customers. So what brand move would the world least expect from you in 2019?