Yeah, you read that title correctly.
BMW Canada is targeting males aged 25-45 specifically for its new ad campaign of the newly refreshed 3-series coupe. How to you target men of that age? With sex of course.
Basically BMW is going to use new technology called ‘AddMirror’. When men approach the sink to (hopefully) wash their hands in a public bathroom, the ad will magically appear in the mirror using a proximity detector. But these men won’t know it’s an ad, at least not right away. The only thing that will appear are sexy/flirty type phrases that look like they’ve been written with red lipstick. Phrases such as “My body is absolutely stunning” or “I’ll make your heart pound”. BMW will also include a number under the flirty remarks for the men to text, thinking they’re texting some horny woman who is begging for some, um, attention. The men will likely be disappointed when images of the new BMW 3-series coupe is all that is returned from their text. Only mildly disappointed though, because the new 3-series coupe is quite the treat to look at.
This new campaign is being launched in men’s bathrooms at restaurants in Toronto, Montreal and Vancouver.
