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BMW whips Audi in impromptu chess game
BMW makes an audacious move here in its battle against rival Audi. The latter apparently erected a billboard taunting, "Your move, BMW," for its redesigned 2009 A4, on a thoroughfare in Santa Monica. Shortly thereafter, in a bit of inspired luxury auto one-upmanship, signage for BWM's M3 sedan appeared across the street with the line, "Checkmate." It's a fun, in-your-face concept that's fast earning kudos in auto and ad media worldwide. (Juggernaut Advertising, an independent agency in Santa Monica, created the response ad for BMW of Santa Monica.) Audi should just shrug it off and respond with an ad proposing "Two out of three?" —Posted by David Gianatasio |
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April 20, 2009 in Audi, Automotive, BMW, Gianatasio | Permalink |
Comments
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One word: BURN. Kudos to BMW for winning that match. The billboard BMW used is not only bigger in size, but will definitely have a bigger influence on prospective car buyers. I can't really feel sorry for Audi, because they set themselves up for a battle. The battle of wits, I believe, has gone to BMW in this round. I'm not sure who will win the round of most cars sold, but if I were a prospective car buyer in Santa Monica, I would definitely put BMW in my corner. Audi better get some ice, because that burn may be stinging for a while.
Posted by: KP | Apr 20, 2009 10:51:55 AM
The really funny part of this whole thing is that this ad has gotten more attention in the ad press then either ad has received from the hundreds of thousands of people who ignore the billboards as they drive by every day.
Congratulations you win the award for having the best ignored ad.
Posted by: Drew | Apr 20, 2009 11:40:14 AM
Better than anything GSD&M has done for BMW.
Posted by: Aquaman | Apr 20, 2009 12:34:09 PM
Except BMW posted a car that costs nearly $25k more than the A4. So anyone that was considering an A4 goes to check out an M3, they might be a bit surprised.
also, KP, I really hope you don't buy a car based on a billboard.
Posted by: frank | Apr 20, 2009 3:09:19 PM
Except BMW posted a car that costs nearly $25k more than the A4. So anyone that was considering an A4 goes to check out an M3, they might be a bit surprised.
also, KP, I really hope you don't buy a car based on a billboard.
Posted by: frank | Apr 20, 2009 3:09:19 PM
@Frank
This was a branding war. Not a price-point war. BMW wins. Accept it.
BB
Posted by: Bill Bernbach | Apr 20, 2009 4:39:45 PM
BB -
Its a pretty stupid response for an ad. I believe BMW could of done much better. Why is the M3 better than the A4? There is no reasoning beghind it. Also, I think BMW is giving the consumer too much credit to even link the two billboards together.
Posted by: frank | Apr 20, 2009 4:56:59 PM
I hate both those ads soooo much. So snoy. It's like "This is between me and BMW. No need for you middle-classers to pay attention."
Posted by: Ryan | Apr 20, 2009 5:11:05 PM
Nice response by BMW. I just like how they use a super simple ad to clearly respond to Audi, and I don't really care that I can't afford either one of these cars right now, I like the creativity!
Posted by: Ellie | Apr 20, 2009 5:44:42 PM
I think this is pretty clever. Playing off the competition's ad for a nice one word response. I don't care that I can't afford either one of these cars right now, I just like the idea of it all.
Posted by: Ellie | Apr 20, 2009 5:46:43 PM
Really? I agree with KP...BURN... A stupid response for an ad? First off, it's not an ad. It's a billboard. Billboards are about branding in five words or less. Even if that other billboard wasn't there and people don't make the connection...Typography! Layout! CHECKMATE?! Brilliant! I bet Audi's outdoor folks are having trouble sitting about now. Last time I checked BMW wasn't really selling their M series to the middle class. The M3 starts at about $60k, the M5 starts at $85k and the M6 starts at $105k. And the A4 in that photo is actually showing the RS4 package which checks out at about $65k with options. Talk about being surprised at the dealership. The only downside is that it pretty much disparages everyone who drives by and is not driving a $50k plus car. But that's another story.
Posted by: Chris | Apr 20, 2009 8:20:12 PM
Third billboard should simply read, "Bobby Fischer drove an Audi." (He did.)
Or, "Nxd5 Nf6. (We'll give the BMW 6 months to figure that one out.)"
Posted by: Bob | Apr 21, 2009 9:34:53 AM
Frank-
You go ahead and put more copy on your ideal response BMW billboard. Then, as people ignore it because they can't digest it quickly enough, you can wonder why Audi's sales are doing so well.
Drew-
Congratulations on tossing together an arbitrary judgment of this outdoor ad's success.
Posted by: Benny | Apr 22, 2009 2:46:19 PM
Audi better be putting its foot in its mouth for handing over such an easy billboard idea to BMW. Way to go BMW for watching its competition and reigning in the worldwide attention.
Posted by: Amanda Janssen | Apr 29, 2009 10:50:38 PM
better than anything Chris Bungle did for BMW... ;-)
Posted by: Rich | May 4, 2009 2:19:52 AM
