X6 M

When it was time to launch the new X6 M in Canada, we realized our audience was slightly younger and more affluent than the typical BMW customer. So we decided to create a niche ad campaign to speak to this niche audience. Our hyper-targeted media plan focused on our ideal consumer throughout their typical day: from outdoor billboards they passed on their commute to the downtown financial core, to elevator ads shown in high-end office buildings. Print, online and experiential executions rounded out the mix, proving that sometimes the best campaigns are the most selective.