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By Glen Fest
DALLAS–Publicis/Bloom in Dallas has launched its first creative for BMW North America by utilizing a heretofore unconnected cost comparison.
Touting the free maintenance program offered by the German automaker to new BMW owners, Publicis/Bloom broke out the calculator to contrast the scheduled upkeep of a flashy red 328i convertible and a pet goldfish–with the car coming out the winner.
P/B, which heads BMW’s Southern region account estimated at $15 million, broke the spot last Friday in Corpus Christi, Texas, and will roll it out in 10 states over the next several weeks to counter the client’s high-cost identity unearthed in market research.
‘Our mission is to overcome the obstacles to buying a BMW,’ said agency co-chairman and executive creative director Seth Werner.
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