BMW Launches New Ad Campaign For Certified Pre-Owned Vehicles

BMW USA has kicked off a new ad campaign for its Certified Pre-Owned program bearing the motto "Pre-Owned. We Swear." that (apparently) accentuates the fact that Certified Pre-Owned bimmers are in such great condition that buyers can’t tell them apart from brand new vehicles. The campaign, which was created by Publicis New York will have a national reach and it includes three television spots, eight radio spots, eight print advertisements, and a number of Internet banners. -Details and pics after the jump

BMW LAUNCHES NEW ADVERTISING CAMPAIGN FOR ITS CERTIFIED PRE-OWNED PROGRAM

BMW NA and Publicis New York Create New Ad Campaign Featuring Tagline "Pre-Owned. We Swear."

Woodcliff Lake, NJ - September 13, 2007... BMW of North America, LLC announced today a new, national broadcast, print, radio and Internet marketing campaign for its Certified Pre-Owned program that will launch September 13, 2007. The "Pre-Owned. We Swear." spots created by Publicis New York will underscore the fact that Certified Pre-Owned BMWs are in such great condition that people cannot tell the difference between Certified Pre-Owned BMWs and brand new vehicles.

"The tagline of the new campaign - 'Pre-Owned. We Swear.' - speaks to the fact that Certified Pre-Owned BMWs carry all of the intrinsic values and characteristics of new BMWs," said Joan Horst, Pre-Owned Manager - Marketing for BMW of North America. "The campaign also reinforces the BMW Certified Pre-Owned Protection Plan that covers our vehicles for up to 6 years or 100,000 miles. Our customers can enjoy their Certified Pre-Owned BMWs even more with the added assurance of the CPO warranty coverage and BMW Roadside Assistance. The Certified Pre-Owned BMW Vehicle Program is an excellent way for people who desire a premium vehicle to reward themselves with The Ultimate Driving Machine®."

The campaign will have a national reach, with a staggered release running regionally throughout the United States over several weeks. It will include three television spots, eight radio spots, eight print advertisements, and a number of Internet banners.

Since its inception in 1996, the BMW Certified Pre-Owned program has become the number-one luxury certified program in the United States, with more than 80,000 sales in 2006. BMW leads the luxury end of the Certified Pre-Owned market, and July 2007 was BMW's best July ever, with sales of more than 7,100 Certified vehicles. "The BMW CPO program is one of the fastest-growing parts of our business," said Horst. "We will increase ad spending for the 2007/08 calendar years, and we expect to sell 10 percent more Certified Pre-Owned vehicles than we did in 2006."

Print ads

Each of the "Pre-Owned. We Swear." print ads shows one of the cars on a white page, standing alone, next to the tagline "Pre-Owned. We Swear." Each ad features corresponding copy that emphasizes the Certified Pre-Owned Program's 6 year / 100,000 mile Protection Plan.

The print campaign will run in publications including The Wall Street Journal, Business Week, Money Select Edition, Sports Illustrated Select Edition, andTime Affluentials. Internet banners will be featured on Autotrader.com, KBB.com and Google.com. A dealer "ad builder" tool will also be available so that BMW centers can customize their own print ads using the message elements from the new campaign.

Television spots

The television spots use a humorous, light-hearted approach to convey the Certified Pre-Owned BMW message. Each of the spots portrays a situation where a person has a hard time believing that a Certified Pre-Owned BMW is used and not new.

"Friend"

The viewer sees a BMW center where a BMW Client Advisor is showing an interested consumer an immaculate X3. The customer is convinced that the vehicle he is looking at is new. The BMW Client Advisor explains to the customer that it is, in fact, not a new car, but a Certified Pre-Owned BMW, backed by BMW for up to 6 years or 100,000 miles. The customer asks the Client Advisor, "You swear?" whereupon the Client Advisor answers "I swear." The customer looks over to his friend who accompanied him to the dealership for further confirmation, and we see it's a priest. The priest nods in agreement that this car is in fact a Certified Pre-Owned BMW.

"Little Girl"

An innocent little girl runs through a BMW center and asks a BMW Client Advisor if the beautiful BMW 5 Series he is standing beside is a new car. The BMW Client Advisor explains to her that the car is a Certified Pre-Owned BMW. The little girl is confused. The car looks so good that she can't tell it is Pre-Owned. She runs off into the arms of her father who is standing nearby. Her father comforts her and says to the Client Advisor, "Why don't you just tell her there's no Santa Claus," lightly scolding him for disillusioning his little girl.

"Wife"

A BMW Client Advisor sees one of his customers and says hello, asking him how the car is. The customer tells the BMW Client Advisor that the car is great, but then sheepishly asks the Client Advisor, "Can you please tell her what you told me yesterday," motioning toward his wife. The BMW Client Advisor looks a little confused, "Congratulations?" The wife looks less than impressed and expresses her disapproval, "You sold my husband a new car." The BMW Client Advisor tries to explain, "No ma'am, it's a Certified Pre-Owned BMW, and it even comes with a warranty of up to 6 years or 100,000 miles." The wife is not convinced insisting, "But look at it; it's a new car!" The BMW Client Advisor and the husband exchange a look of exasperation because the wife still thinks the car is new. "Wow, she's tough," says the Client Advisor. The husband replies, "You have no idea."