BMW Canada extends home staging to the driveway

Who: BMW Canada, FCB Canada, North Strategic (PR), Media Experts (media strategy, buying), Heaps Estrin Real Estate.

What: “Stage Your Driveway,” a campaign that integrates the automaker’s three most luxurious vehicles—the X7, the i8 Roadster, and the M5—into high-end real estate listings.

When & Where: The pilot program is built around listings in upscale Toronto neighbourhoods, including Rosedale, Moore Park, Bennington Heights and Leaside.

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Why: BMW Canada’s goal here is to reach luxury clientele, the type of people contemplating buying a multi-million-dollar house. These consumers typically require a “more unique and personalized” marketing approach, says BMW.

Plus, according to a report called “Google Think Auto,” one-third of Canadian luxury vehicle purchases are triggered by a new home purchase.

How: The automaker partnered with Heaps Estrin Real Estate to place one of its high-end vehicles in the driveways of “homes of distinction” selling for between $2.9 million and $5.9 million. The vehicles were featured in digital listings, and also used in “exterior staging” at open houses.

And we quote: “With our focus on innovation and seeking new ways to reach the luxury buyer, we saw an incredible opportunity to team up with The Heaps Estrin Real Estate Team to create a truly unique platform in automotive and real estate marketing.” —Michael Oliver, national manager, BMW brand communications.


Chris Powell