BMW teamed with a realty firm to stage posh home driveways with its luxe cars

Auto maker and Canada's Heaps Estrin Real Estate added high-end models to multi-million dollar listings

Published On
Sep 12, 2019

Editor's Pick

House hunters in Toronto looking to keep up with the Joneses may find they’re up against more Bimmers than expected.

As part of a campaign from FCB Canada, BMW Canada and real estate firm Heaps Estrin are partnering to place high-end BMW vehicles in the driveways of multimillion-dollar homes currently on the market. It can be tough to get products in front of very wealthy buyers, but nearly everyone tours a home before buying it. And who could miss the car in the driveway?

In driveways of homes with listing prices between $2.9 million and $5.9 million, potential new neighbors saw one of three models: the BMW X7 SUV, which starts north of $70,000; the classic M5 sport sedan, which will set buyers back at least six figures; and the limited-edition electric i8 Roadster, which can be had for as little as $160,000, assuming one is available.

The cars show up in photos in digital home listings and make real-life appearances for open-house events.

Credits

Date
Sep 12, 2019
Client:
BMW
Client:
BMW Canada
Client:
Heaps Estrin Real Estate
Director BMW Brand Management:
Sebastian Beuchel
National Manager BMW Brand Communications:
Michael J. Oliver
Brand Communications Specialist:
Melissa Cueva
Agency:
FCB Canada
Chief Executive Officer:
Tyler Turnbull
Chief Creative Officer:
Ian Mackenzie
Chief Creative Officer:
Jeff Hilts
Chief Creative Officer:
Nancy Crimi-Lamanna
Group Creative Director:
Troy McGuinness
Group Creative Director:
Jonathan Careless
Art Director:
Zuheir Kotob
Copywriter:
Jeff Topol
VP Managing Director:
Chris Perron
Group Account Director:
Blake Connolly
Account Director:
Stephanie Montano
Account Supervisor:
Alex Kreinces
Agency Producer:
Katherine Forester
Director of Project Management:
Shandi Horovitch
Project Manager:
Cori Pettit
Chief Strategy Officer:
Shelley Brown
Strategy Director:
Paul Hanlon
PR:
Shannon Stephaniuk
Media Agency:
Media Experts
SVP Client Service:
Kris Davis
VP Managing Director Account Director:
Adrian Gaudet
Account Manager:
Meghan Kennedy
Senior Account Executive:
Tim Sabourin
Account Executive:
Tom Stevens
Account Executive:
Silan Sever
Account Executive:
Madison Ramsay
PR Agency:
North Strategic
Vice President:
Nicole Grant
Production Company:
Fuelcontent
Producer:
Katherine Forester
Director of Photography:
Scott Drucker
Camera Operator:
Scott Drucker
Editing House:
Rooster
Editor:
Colin Murdock
Transfer Facility:
Alter Ego
Colorist:
Patrick Samaniego
Online Facility:
Fort York
Music House:
Apollo
Music Track Director:
Harry Knazan

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Industry
Project Type