BMW taps on new OOH medium

Hong Kong - BMW has launched an outdoor campaign to support its latest M3 Coupe model aimed at senior executives and professionals, using outdoor group Poad's sticker display at Central Building.

Poad said BMW is the first advertiser to have used this type of OOH medium to announce the arrival and solicit interest on the new M3 Coupe.

The automotive brand has chosen Central Building as it believes the strategic location would effectively reach target customers and that the rectangular sticker display format projects a "more premium image".

The campaign for BMW's new model was timed to coincide with the opening of a new showroom on Gloucester Road this week.

Carrie Ng, head of account servicing for Poad, said the company has enhanced the flexibility of the display format for the sticker display at Central Building, which could be shaped rectangularly, as a square or a full building domination.

"To enjoy the newly-added edge of this advertising site, BMW has employed an eye-catching rectangular creative layout in the launch campaign of BMW M3 Coupé. We believe the flexible display format will create more great advertising ideas in the coming future," she added.