The all-new BMW 3 Series has just launched in New Zealand with its Intelligent Personal Assistant, so it’s setting about getting itself a job in a new campaign via Colenso BBDO.
As any intelligent PA looking for a position knows, it’s important to do a good job of selling yourself. The all-new BMW 3 Series’ Intelligent Personal Assistant is doing exactly that.
Using its voice-activated technology, as well as the car’s connectivity and integrated apps like Microsoft 365, it’s sending its CV out to potential ‘employers’, driving people to its LinkedIn profile, submitting it’s own classified ad, and replying to ‘interview’ inquiries via email to arrange test drives. It even sent out this press release. By communicating directly with potential customers, it perfectly demonstrates its PA capabilities.
Says Brent Courtney, creative group head, Colenso BBDO: “Direct marketing has changed to a complex, multi-channel discipline. First-party data continues to refine exactly who the customer is, and creative direct marketing ideas have the power to generate instant responses from highly-targeted customer groups.”
Says Gabrielle Byfield, head of marketing, BMW: “With BMW’s AI learning capability, the all-new 3 Series is leading the way as it learns and remembers driver requests and settings. By giving you hands-free control of these commands, you can really get back to what’s important – driving the ultimate sports sedan.”
The all-new BMW 3 Series’ has begun its quest to ‘get a job’ in New Zealand via direct marketing and its own LinkedIn page where you can connect and endorse its skills. This is being supported by highly-targarted social, digital banners, classified ads, and radio. You can book an ‘interview’ yourself at bmw.co.nz/3SeriesPA.
Client: BMW New Zealand
Gabrielle Byfield, Head of Marketing, BMW
Cara Coutts, Marketing Communications Manager, BMW
Tim Harper, Service Operations Manager, BMW
Tim Michaelson, Product & Pricing Manager, BMW
Agency: Colenso BBDO
Media Company: Ikon