The advertising battles between two luxury car brands like Audi and BMW have been going on for quite some time now.
I came across a brilliant execution of a 2009 BMW response ad. If you are in the ad business you probably might have heard of it and if you are not then read on.
On the corner of Santa Monica Blvd and Beverly Glen Blvd, Audi had put up a billboard campaign challenging BMW with the headline “Your move, BMW”. BMW took the challenge and entered the virtual chess game by featuring the headline “Checkmate”.
On behalf of Santa Monica BMW, the agency that initiated and was responsible for such a tactical advertising was Juggernaut Advertising. The campaign was positioned within the same sightline to westbound traffic as Audi A4 ad. Juggernaut Advertising saw a unique and immediate geographical opportunity and acted on it. Del Montell, Jr. of Santa Monica BMW said “When we heard the idea, we loved it and couldn’t resist going forward”.
In response to the BMW’s “Checkmate” ad, Audi had replaced “Your move, BMW” advertisement with a less effective “Time to check your luxury badge. It may have expired” one featuring R8. I am not sure how that reply is relevant to the chess game as it doesn’t make any sense. Nevertheless, BMW removed their ad soon thereafter. Both the “Checkmate” and “Your move, BMW” ads were gone leaving the new Audi ad in reference to what, an advertisement for Barney’s New York when BMW was nowhere to be found. Was Audi telling Barney’s to check their luxury badge? As you can see, Audi has lost this match and was outsmarted by the BMW’s marketing team.
I think the Audi team could have come up with a better and wittier response. May be something along the lines of “Think Again” or “Check Yourself” or “Pawned”.
If you were on the Audi marketing team what would be your response to the BMWs advertisement? Would you keep the virtual chess game going or just drop out of the match?
Are you a fan of the BMW or Audi?