BMW Group Press Club:
PressClub Canada
BMW and Cundari celebrate the rebirth of the BMW 5 Series
Whitby/ Toronto. BMW Canada launched a new campaign to celebrate the new 2008 BMW 5 Series. The national campaign entitled “Born again” began April 23rd in the Globe and Mail to coincide with the publication’s redesign.
The campaign, developed by Cundari Toronto, includes magazine and newspaper ads, as well as redevelopment of an International television spot. It introduces the consumer to the new 5 Series Sedan with the promise of “Born again. And with every kilometre, you shall be too.”
The 2008 BMW 5 Series launched in Canadian retailers this Spring and features new, more powerful engines; enhanced styling; a refined interior and many new innovative technologies.
The highly artistic :60 second television spot features the 5 Series being literally born from the road – a nod to its performance lineage. The vehicle grows piece by piece as it drives highlighting its new engine, innovative driving technologies and new styling cues.
“The BMW 5 Series has historically set the standard for performance, handling, luxury and safety in the executive class,” said John Cappella, Brand Communication Manager, BMW Canada. “The new 2008 BMW 5 Series family continues its evolution by introducing new engines and sophisticated exterior and interior enhancements. This campaign captures the essence of the 5 Series evolution.”
Paul Curtin, Account Director, Cundari stated, “The 5 Series sums up BMW’s ability to continually offer ultimate driving experiences beyond the initial honeymoon phase. It’s great to work with a product where you can confidently make this claim.”
The Media Company was responsible for all media planning activities – including co-ordination with Globe and Mail on content-specific launch ad.
About BMW Canada
BMW Group Canada, based in Whitby, Ontario, is a wholly-owned subsidiary of BMW AG and is responsible for the distribution of BMW luxury performance automobiles, Sports Activity Vehicles, Motorcycles, and MINI. BMW Group Financial Services Canada is a division of BMW Group Canada and offers retail financing and leasing programs on new and pre-owned BMW and MINI automobiles, as well as retail financing for new and pre-owned BMW Motorcycles. A total network of 39 BMW automobile retail centres, 18 BMW motorcycle retailers, and 22 MINI retailers represents the BMW Group across the country.
About Cundari
Canada is one of Canada’s largest independently owned and operated communications agencies. Cundari owns divisions that include Cundari Health and internationally recognized design and branding firm, Cundari SFP. Established in 1980, Cundari is proud to have been entrusted with such brands as BMW, CIBC Run for the Cure, Four Seasons, Subway, the Royal Ontario Museum, and Siemens, to name a few. For more information, visit Cundari.com.
About The Media Company
Established in 1969, The Media Company is Canada's largest and fastest growing media agency with offices in Toronto, Montreal and Vancouver. They offer integrated communications solutions including Direct Response, Interactive and Promotion and Sponsorship Marketing. The Media Company is a division of MediaCom, one of the world's largest communications specialists.
