Scratch DM

Every year, BMW holds driving events in major centres around Canada. Through independent research, we learned our target wanted to purchase or lease a BMW, but worried they couldn’t afford to maintain it. To counter the common perception that the costs of owning a luxury car are unpredictable and excessive, we created a witty handout that let driving event participants know there were affordable protection products available from BMW Financial Services to help them maintain their BMW. When they concluded their driving event, participants were handed these collateral pieces while their adrenaline was still pumping.