2020 Winner

CASE SUMMARY

BMW found that 33% of high-net-worth shoppers looking for a luxury car are also looking for a luxury home. So to promote its line of grand-class luxury vehicles, the automaker worked with Heaps Estrin Real Estate to transform driveways into vehicle showrooms, merging two different customer journeys. For the “Stage Your Driveway” campaign from FCB, BMW inserted vehicles into exterior photos of open house listings in upscale Toronto neighbourhoods. It also had the vehicle staged in the driveway as home-buyers approached the listing. The campaign resulted in a 56% decrease in cost per lead, and generated more than 37,000 new prospects for the brand.

Credits

Agency: FCB Canada
Chief Executive Officer: Tyler Turnbull
Chief Creative Officer: Ian Mackenzie, Jeff Hilts & Nancy Crimi-Lamanna
Group Creative Director: Troy McGuinness & Jonathan Careless
Art Director: Zuheir Kotob
Copywriter: Jeff Topol
VP, Managing Director: Chris Perron
Group Account Director: Blake Connolly
Account Director: Stephanie Montano
Account Supervisor: Alex Kreinces
Agency Producer: Katherine Forester
Director of Project Management: Shandi Horovitch
Project Manager: Cori Pettit
Chief Strategy Officer: Shelley Brown
Strategy Director: Paul Hanlon
PR: Shannon Stephaniuk, Glossy Inc.
Media Agency: Media Experts
SVP, Client Service: Kris Davis
VP, Managing Director
Account Director: Adrian Gaudet
Account Manager: Meghan Kennedy
Senior Account Executive: Tim Sabourin
Account Executive: Tom Stevens
Account Executive: Silan Sever
Account Executive: Madison Ramsay
PR Agency: North Strategic
Vice President: Nicole Grant
Production Company: Fuelcontent
Producer: Katherine Forester
DOP: Scott Drucker
Camera Operator: Scott Drucker
Editing House: Rooster
Editor: Colin Murdock
Transfer Facility: Alter Ego
Colourist: Patrick Samaniego
Online Facility: Fort York
Music House: Grayson Matthews
Client: BMW
Director, BMW Brand Management: Sebastian Beuchel
National Manager, BMW Brand Communications: Michael J. Oliver
Brand Communications Specialist: Melissa Cueva