Automotive - Vehicles

Cars, trucks, motorcycles, both brand and model advertising.

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2009 SILVER

The All-New BMW 1 Series: Pure BMW

The U.S. introduction of the revolutionary 1 Series gave BMW the opportunity to become accessible to a younger audience, making them early loyalists and life-long brand advocates. Through the use of audience-appropriate social networking, print partnerships and a celebration of the Year One of the 1, the campaign idea of "Pure BMW" brought to life the idea that the 1 Series is distilled yet never reduced. The 1 Series arrived in the U.S. greeted by tens of thousands of interested buyers and breaking sales goals during the launch phase.

Brand: BMW
Client: BMW of North America, Inc.
Agency: GSD&M's Idea City
Language: English

2009 BRONZE

Rogue Marble Maze

Positioned as a means for Gen Xers to stay young and play, the Rogue crossover SUV rocketed to the upper echelons of a crowded segment in only six weeks despite numerous challenges. At the heart of the campaign were iconic games from the target audience's youth, such as the "Marble Maze" used to make the campaign a destination for play. This notion of play not only appealed to Rogue's Gen X communications target but also to the segment's volume target, Boomers.

Brand: Nissan
Client: Nissan North America
Agency: TBWA\Chiat\Day
Language: English

2008 GOLD

Tundra Launch

"The Truck That's Changing It All" aimed to establish the redesigned 2007 Toyota Tundra as a legitimate pick-up truck. We had to give True Truckers ammo to engage in and win the bar stool debate. Speaking their language, connecting with them at a local level, and providing dramatic evidence of Tundra's capabilities attributed to the campaign's success. The 2007 Tundra was seen as authentic and powerful, tripled the number of domestic full-size pick-up replacers, and reduced the monthly sales gap to overtake Dodge as #3 in U.S. sales.

Brand: Toyota
Client: Toyota Motor Sales USA, Inc.
Agency: Saatchi & Saatchi LA
Language: English