The Like New Campaign
Award: Shortlist
Shortlist / Integrated / Integrated/Large Business (over 500 employees) / 2019
BMW Certified vehicles are used BMWs that are inspected and refurbished by BMW engineers and guaranteed to run like new. So instead of shooting new spots for old cars, we refurbished old ads and reran them again as if they were new. The same spots that once introduced new BMWs were re-aired for the same models, now used. To pull it off, we went through five years’ worth of BMW ads and simply added a new voice-over and tagline. We also recycled old BMW radio spots, billboards and social posts, creating an entire integrated campaign for less than the cost of a standard TV commercial.
