BMW : Relax Poster

Sleep well, golfers.

Published On
Sep 06, 2012

Editor's Pick

BMW is hoping to give pro golfers sweet dreams in an attempt to enlist them as brand ambassadors.

Baldwin& created a campaign targeting PGA golfers arriving to compete in Carmel, Ind from Sept 6-9, inviting them to take a BMW M car through a closed Indianapolis Motor Speedway racecourse. On entering their hotel room, the golfers will see on the ceiling over their bed a near-black, 2 by 3 foot poster of a BMW M car. In the dark, the the headlights glow in phosphorescent green and the words "Don't count sheep. Count RPMs," appear , followed by the instructions, "To reserve your spot at the BMW M driving experience, visit the BMW hospitality concierge."

They can also turn on the hotel TV's relaxation channel, where they can hear a soundtrack of idling and revving BMWs, over a static image of the M car dashboard.

Previously, BMW and Baldwin& have targeted PGA golfers with a personalized eau de cologne smelling of motor oil, inviting them to a racetrack event, skid marks on their hotel room floor, and helmets on their mirrors.