“Your move, BMW.”
That’s the challenge posed by Audi on Apr 2009, featuring its all new Audi A4, on the billboard on the corner of Santa Monica Blvd. and Beverly Glen Blvd in California.
“Checkmate”, declared BMW, on the billboard right next to Audi’s, and featuring the BMW M3 Coupe – a billboard that just happened to be about ten times the size of theirs.
Juggernaut Advertising, an independent advertising agency headquartered in Santa Monica, CA, initiated the tactical outdoor marketing campaign on behalf of BMW of Santa Monica. The ad was positioned prominently within the same sightline to westbound traffic as the Audi ad.
Del Montell, Jr. of Santa Monica BMW was quoted as saying: “When we heard the idea, we loved it and couldn’t resist going forward.”
That’s strategy for you.
Photo Source: bmwblog.com