The national partner and official vehicle of the Canadian Olympic Team, BMW Canada, launches first Olympic integrated campaign “Powering Performance” in a 60-second halo spot. Created by Cundari, BMW Canada’s creative agency of record, the campaign communicates the parallels between the high performance of BMW vehicles and the high performance of Olympic athletes. Featuring BMW sponsored Olympic athletes Kaillie Humphries (Bobsleigh), Charles Hamelin (Short Track Speed Skating), and Roz Groenewoud (Freestyle Skiing – Halfpipe), the campaign includes a 60-second TV spot and three 15-second spots. The campaign shows the synergies between the BMW Canada brand and the elite athletes competing in the 2014 Olympics.
BMW Canada, for the first time, will be using Twitter’s new TV advertising throughout the Olympic Games. Leveraging the trend of multi-screen viewership (people simultaneously Tweeting about the TV programs they are watching), BMW will engage with followers in real-time with strategic Twitter TV Ads, driving people to the 0:60 TV spot, the two-minute behind-the-scenes video featuring short track speed skater and medal hopeful Charles Hamelin, and the three 0:15 Team BMW athlete spots (featuring the all-new X5, BMW 4 Series and powerful M5) on BMW Canada’s YouTube channel. This platform will help BMW share its brand story and create awareness to introduce Canadians to a number of new vehicle models.
Original music track by award-winning Canadian music composer Grayson Matthews.